LMNT is a fast-growing electrolyte beverage brand known for its science-backed hydration formula and a loyal following in the athletic and wellness spaces. While LMNT has strong brand credibility, recent social media performance shows inconsistent engagement and underutilized platforms, especially Facebook and Instagram. This mock paid campaign focuses on boosting engagement and reach, while helping LMNT connect with everyday consumers beyond just athletes.
Primary Objective: Engagement
The main goal of this campaign is to increase engagement on Facebook and Instagram by encouraging likes, comments, saves, and shares. Based on prior organic performance analysis, LMNT’s audience responds best to:
- How-to content
- Short-form video
- Athlete and lifestyle storytelling
Paid engagement ads allow LMNT to amplify high-performing content and push it to new but relevant audiences.
Demographics
The campaign targets adults ages 18 to 64 in the United States, regardless of gender. This age range captures LMNT’s core athletic audience while also allowing room to reach college students, young professionals, and everyday wellness consumers. Targeting is further refined through interests related to fitness, hydration, nutrition, and wellness, including users who follow fitness brands, health influencers, or engage with workout and lifestyle content
Ad Placements
Ad placements are concentrated on Instagram and Facebook, the platforms where LMNT already has an established audience. Ads will appear in Instagram Feeds and Reels, as well as Facebook Feeds and video placements. Instagram Reels receive special focus due to strong short-form video performance in LMNT’s organic content, while Facebook placements help maintain visibility among slightly older demographics. Less relevant placements, such as Messenger and Audience Network, are excluded to keep the campaign visually and contextually aligned with LMNT’s brand.
Budget and Timeline
This mock paid social media campaign operates on a $30 total budget and has no fixed end date. Instead of running for a predetermined period, the campaign is designed to remain active as long as performance meets engagement benchmarks. This structure allows for ongoing optimization and gives the advertiser flexibility to pause, adjust, or scale the campaign based on real-time performance trends.
Success Metrics
Success is measured primarily through engagement metrics, including likes, comments, shares, and saves. Cost per engagement is used to evaluate efficiency, with a goal of keeping engagement costs under $0.50. Additional metrics include CPM to measure awareness, CPC to track interest beyond engagement, and video view rate to assess creative effectiveness. Performance will be considered successful if engagement rates exceed LMNT’s organic average of approximately 0.30% and ads generate consistent interaction across both platforms.
Conclusion
This mock paid social media campaign is designed to support LMNT’s existing organic strategy by increasing engagement and stabilizing reach on Facebook and Instagram. By promoting content formats that already perform well organically and pairing them with thoughtful targeting and placements, LMNT can strengthen its social presence, connect with a broader lifestyle audience, and build a more active online community.
