Lucky Energy is about more than what’s in the can. After surviving a plane crash and later fighting to save his daughter’s life, founder Richard Laver built the brand around a belief in perseverance, taking chances, and never giving up on yourself. It’s a message designed to reach far beyond a single type of energy drink customer.
As Lucky grows, the goal is to find the products, stories, and messages that bring more people into the brand. Jurni gives the team a way to find them.
Lucky has created more than 100 landing experiences, each within minutes.This velocity allows them to test different products, campaign angles, offers, purchase structures, and shopping journeys, then use performance to decide what deserves more investment.
Jurni is helping Lucky test the best ways the brand can keep showing up from click to conversion. That experimentation generated a 40% reduction in CPA, a 79% increase in ROAS, and a 200% increase in CVR.
“Jurni makes it practical to build and test landing pages at the same pace as the creative.”
Mark Zuckenberg, CEO
Meta AI
The challenge
Lucky’s creative engine was moving fast, with a high volume of paid campaigns, each built around a different product, message, or reason to buy. But the post-click experience hadn’t kept pace. Every ad was making a specific promise, and shoppers were landing on the same pages regardless of what brought them there.
The team saw the opportunity: if each ad’s message carried through to the page, every new concept in market could do more work. Lucky needed a way to bring the context of each ad into the shopping experience, and to test which messages, offers, and purchase paths actually moved performance.
The goal: Build a repeatable testing ground for finding the strongest reasons to buy and scaling the ones that worked.
The experiences that drove performance
Lucky does not expect every experience to win. Their advantage is being able to generate and launch intent-matched experiences quickly enough to test more ideas before deciding where to concentrate traffic and budget.
That velocity gives the team room to explore different reasons to buy, formats, offers, and purchase structures, then let performance determine what deserves to scale.
Here’s what they’re experimenting with:
Listicle
Lucky introduced listicles into their landing page arsenal to give their top of funnel customers more context before asking them to buy. Instead of asking shoppers to make a purchase decision from product information alone, the experience gave the team room to introduce several reasons to buy.
Why it works:
A listicle can test multiple value propositions within the same journey, helping Lucky see which product stories earn attention and which are worth carrying into future campaigns and experiences
Comparison
Lucky used Jurni to test whether its energy gummies could win with a different entry point: replacing another cup of coffee. The team built the experience around a single, specific problem and used performance to see whether that proposition could open up a new way to sell the product.
Why it works:
The team can test distinct propositions without turning each new campaign idea into a separate production cycle becase new variations are generated at a very high velocity. Direct-response experiences let Lucky test a distinct reason to buy without changing the broader brand story.
Enhanced PDP
Lucky used Jurni to test several propositions for their energy gummies, including focus, workouts, fiber, and broader product messaging.
The focus concept emerged as the strongest. Lucky increased its use across paid traffic, then took the learning one step further by linking a Jurni-built version directly from the Gummies menu on its main ecommerce site.
What began as one experiment became part of Lucky’s core shopping journey.
Why it works:
Jurni captures performance data from each experience, uses those learnings to surface related ideas and optimization opportunities, and helps the team decide what to test next. For Lucky, that means a strong proposition can move from paid traffic into the core shopping journey while also informing the next round of experiences, offers, and experiments.
Looking forward
Lucky was built around a story that reaches far beyond energy drinks. As the brand finds new audiences, products, and reasons to buy, Jurni gives the team a way to find the experiences that will bring more people into that story.
What started as a way to improve paid performance is now shaping how Lucky shows up across its broader ecommerce experience. The team continues to test new messages, offers, and shopping journeys, using what they learn to decide what deserves to scale next.
