Despite spending ~$100,000/day on Meta advertising, Lonvera's conversion rates had plateaued. 

Their overall conversion rate hovered around 3%, with shorter ad creatives (10-second reels) converting at only 2-3%. While longer VSLs performed better at ~5%, they knew they were leaving money on the table.

Lonvera was competing against established brands like Ancestral Supplements, Heart & Soil, and Primal Queen.

Their marketing focused on product features rather than emotional transformation, missing the deep psychological drivers that actually motivate supplement purchases.

The product was positioned as "another testosterone supplement" rather than a solution to a deeper masculine crisis.

During our discovery call and research phase, we identified a powerful strategic pivot: Instead of positioning Vital Bull as just another supplement, we positioned it as the solution to deliberate masculine decline engineered by modern systems.

We combined two high-performing narratives:

"Against the System": Decline of male health, food industry conspiracy, Big Pharma profit motives

"Golden Era Bodybuilding": Vince Gironda/Arnold-inspired gym culture, ancestral nutrition wisdom, primal masculinity

We analyzed Reddit communities (r/Supplements, r/carnivorediet), YouTube content (Dr. Eric Berg, Paul Saladino), and Facebook groups to extract authentic customer language.

We developed a hybrid advertorial that blended emotional storytelling with product education:

• Hook: Humiliating masculine failure moment—protagonist unable to open a pickle jar while "Brad from down the street" does it effortlessly
• Narrative Arc: Systematic masculine decline pattern across all life areas
• Villain Introduction: Big Pharma and the food industry as architects of deliberate emasculation
• Solution Reveal: The four organs that rebuild masculine power (liver, testicles, prostate, bone marrow)
• Transformation Story: Marcus's journey from weakness and embarrassment to confidence and athletic performance
• Design Approach: Took inspiration from Primal Queen's visual style with attention-grabbing headline: "My Wife Asked Another Man To Do What I Couldn't"
• User Experience: Smooth narrative flow from story to product without jarring sales pitches

The advertorial matched the existing control's conversion rate (3.46% vs. ~3% baseline) while providing a scalable storytelling asset. The AOV increased significantly to $112.11, indicating strong multi-bottle offer uptake.

With $3.87 revenue per session, we demonstrated strong monetization of cold traffic and proved the concept for story-driven advertorials in the supplement space.