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. In just 3 months, Lucky created 46 live experiences, where they test different products, campaign angles, offers, purchase structures, and shopping journeys, then use performance to decide what deserves more investment.
The team now generates new experiences in minutes, so more ideas can make it into market while the campaign opportunity is still relevant.
Jurni is a testing ground for more than individual campaigns and is helping Lucky learn how the brand should show up from click to conversion. That experimentation generated a 39% reduction in CPA, a 79% increase in ROAS, and a 150% increase in CVR.
The challenge
Lucky was already running a high volume of paid campaigns, each designed around different products, messages, and reasons to buy. But once shoppers clicked, too much of that intent was being funneled into the same generic post-click journey.
As the team increased the number of ads and concepts in market, that mismatch became more costly. Lucky needed a way to carry the context of each ad into the shopping experience, while still testing which messages, offers, and purchase paths actually improved 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:
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
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.
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.
