F&B · Subscription餐饮 · 订阅 · 2026
MERIDIAN COFFEE
Launched a coffee subscription from zero to 12,000 subscribers in nine months with a creative-led TikTok strategy.用以素材为主导的 TikTok 策略，九个月把一个咖啡订阅从 0 做到 1.2 万订户。
12,000Subscribers in 9 mo9 个月订户
<2 moCAC paybackCAC 回本周期
5.1×LTV:CACLTV:CAC
The challenge挑战
A new subscription product with no audience, no creative library and a category dominated by giants with huge budgets.一个全新的订阅产品，没有受众、没有素材库，所处品类还被预算庞大的巨头主导。
What we did我们做了什么
- 01
Led with TikTok-native creator content built around the ritual of morning coffee, not product specs.以围绕"晨间咖啡仪式"、而非产品参数的 TikTok 原生达人内容打头阵。
- 02
Used a first-box offer and a fast, single-scroll landing page to remove subscription friction.用"首盒优惠"和一个加载极快、单屏滚动的落地页，消除订阅摩擦。
- 03
Layered Meta retargeting to convert the demand TikTok created at the top of funnel.叠加 Meta 再营销，承接 TikTok 在漏斗顶部创造的需求。
“We launched against billion-dollar brands and they found us a way in through creative, not budget.”“我们要对抗的是市值数十亿的品牌，而他们靠创意、而不是靠预算，帮我们找到了切入口。”