Crossfire Hurricane x Momentum | The Mick Jagger Promo | 2026
Momentum x Crossfire Hurricane · Campaign Report
The Mick Jagger Promo
The Stones launched a D2C rum brand with a special offer, but the funnel was broken. We came in to turn it around.
The starting point
A great offer, a broken funnel
Crossfire Hurricane, the Rolling Stones' Jamaican rum, ran a giveaway: buy a bottle for the chance to win one signed by Mick Jagger. Traffic went to a standalone competition microsite, and almost nobody bought. Only 0.37% of its 40,493 visitors bought a bottle, and every £1 of ad spend returned 52p. Too much friction, and a confusing journey from ad to checkout.
With the clock running down, the client was frustrated that the approach wasn't working and asked for our help. We took it on and sprinted to rebuild the whole funnel.
1 · The turnaround
Strategy Transformation 180
How we took a failed approach and turned it around in 4 days.
Full strategy auditPushed for a new approachBuilt new funnelsRe-thought the journeyLaunchedOptimised relentlesslyThen scaled spend
Conversion rate optimisation
Add to cart rate: every day, a new landing page launch.
22x
higher conversion than the microsite (0.37% to 8%) 2% to 8% (+300%) in 4 days, one new landing page every day
0.37%
Microsite
151 bottles from 40,493 visitors
541% of microsite · day 1
2%
New page v1
first build
340% of v1
6.8%
V2
isolated the purchase section and optimised it hard
118% of v2
8%
V3
tested headline combined with the purchase section
Funnel redesign
We moved the offer onto the brand's own online store and rebuilt the page around the purchase. In the first 24 hours, we designed 4 different landing pages for the client to pick from and A/B test.
Hero section. We tested headlines on ads (over 15) to pick the right header.Purchase section. We ran ads to a version of the page with ONLY the sales section to workshop copy, adding urgency, a value stack and testing different messaging until it hit a 15% add to cart rate.
Old funnel: competition microsite
−£5,075 net
£10,662spend
£5,587revenue (151 bottles)
0.52xROAS
Every £1 spent returned 52p. Flipping to the new funnel was a £10,580 swing.
New funnel: the brand's own store
+£5,505 net
£4,141spend
£9,646revenue
2.33xROAS
Rebuilt in 4 days, then scaled. Every £1 in returned £2.33.
Revenue impact
0.52xROAS before competition microsite
4.03xROAS after the brand's store, best day
From losing 48p on every £1 to returning £4. A 7.7x jump in return on ad spend (2.33x average across the push).
2 · Testing & creative
What we tested
Scroll →
01
15
Straplines & headlines
Message angles tested across urgency, scarcity, gifting and the Jagger story.
02
84
Creative variants
Statics, formats and concepts launched across the sales and email capture campaigns.
£0.16
03
£0.16 CPL
Email capture test
Each lead cost 16p: a cheap way to build an owned audience of interested buyers to retarget.
04
+400%
3 landing pages
Conversion rate increase from v1 to v3 in four days.
4
05
4
Kinds of targeting
Rum lovers, broad, lookalikes and Stones fans.
Top performing creatives
We made hundreds of ads in a 36 hour sprint. Each one a hypothesis:
A fast, streamlined approval platform. We bucketed the strategy into 4 folders and showed the client the logic behind every ad, so approvals took minutes, not days.
Here are 4 folders of ads
The client clicked into each folder, tapped every ad they wanted to run, then pressed Approve.
Emulating proven winners
Each ad borrows the idea behind a top brand's ad that has run for months (left: ours, right: theirs).
Based on Captain Morgan · 395 days liveBased on Your Heights · 177 days liveBased on Liquid Death · 1,763 days liveBased on Don Papa · 305 days liveBased on AG1 · 399 days live
3 · The impact
The last second sales push
What did we do?
We produced and launched 70+ creatives in 24 hours, then ran high spend for one week to grab as many sales as possible before the competition closed. This wasn't a long-term D2C programme: it was one shot at purchases, in a crazy hustle, to make the campaign a success.
ROAS (return on ad spend)
2.33x→ 4x
what we got → what it should have been, without one checkout mistake (see below)
Revenue
£9,646
£9,646.08
Spend
£4,141
£4,140.82
Cost per sale discovered
£13.64
on our biggest sales day (1 Oct, 44 sales) · the benchmark for selling direct
Sales volume, per day
193total sales
Shopify purchases from the campaign. Peak of 44 on 1 Oct.
ROAS
Shopify MoM increases
How our campaign impacted your Shopify month on month performance.
4 · More from one promo
We turned one giveaway into four campaigns
We convinced the client to use the promo for more than just sales.
1 · Build a CRM
£0.16
per email lead
He was about to launch D2C and needed a list to test emails on.
2 · Drive traffic
50,684
visits · £0.43 per click
He needed 30K competition visits. We beat it.
3 · Tesco awareness
£1.23
CPM
Low cost reach around Tesco stores. More below.
4 · Sell bottles
£13.64
per sale · bottle price £37
Lowest cost per sale, after the funnel rebuild.
5 · We do strategic work too
The Tesco POS experiment
Could we hyper-target people living near a store and create a visible point of sale uplift?
UK awareness within 3 miles of Tesco Extra
1,150,100 impressions· £2.10 CPM
across 69 Tesco Extra stores · Awaiting Tesco data for POS impact
Each pin is a targeted Tesco Extra store. Zoom in to see impressions per store.
Yorkshire & North East7 stores
119,789
North West7 stores
116,953
Surrey & W-London fringe6 stores
115,249
Thames Valley / Berkshire10 stores
114,995
South West7 stores
114,957
Bucks & Oxon8 stores
114,748
East of England7 stores
113,704
Midlands6 stores
113,361
Sussex & Kent7 stores
113,233
Hampshire4 stores
113,111
London6 stores
no ad set
Research
In the US, brands use Meta to saturate awareness around stores during retail promos. We brought it to the UK.
Experiment design
Built with the client and Tesco: segmented UK stores into a controlled test. Tesco sales data still to come.
Success metric: CPM
Hyper-targeting is normally expensive. By clustering and choosing locations strategically, we hit record low CPMs for the account.
6 · What we learned
What we'd do better
Unfortunately, our sales campaign could have been 2x stronger.
Daily cost per sale. A few days of very expensive purchases pulled ROAS down from 4x to 2x.
Cost per sale skyrocketed after the competition end date
We missed a checkout banner that still carried the old date. That added friction at the final step, and cost per sale went from £13.64 on 1 Oct to £312.64 on 4 Oct, with zero sales on 5 Oct despite £395.73 spend.
4.0x
The flip side: we hit 4x ROAS at peak, and cost per sale was still optimising down when the mistake hit. Without it, the campaign was on track to hold around 4x, and that is the run rate we would expect from the next push.
Attention to detail on dates has a major impact. When we ship many landing page variants, we need a double check on every date and banner, on our side, before launch.
