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Case Study · Health & Wellness · E-Commerce

Indyvit AG: +25% lower customer acquisition costs

The vision of indyvit.com is to democratise the supplement industry and offer full control to the customer over their vitamin consumption. R17 is in charge of performance marketing and Shopify development and design. We are also a shareholder and serve on the board of directors.

+2

Awards won

1x

complex migration to Shopify

+25%

lower acquisition costs

The situation

Indyvit set out to democratise supplement consumption by giving customers greater control over what vitamins they take and how they consume them. But turning that complex proposition into a clear, compelling consumer offer was only part of the challenge. The bigger question was whether Indyvit could acquire customers profitably at scale. Its existing model, digital infrastructure and customer proposition all needed to work together; from Shopify and B2B affiliate onboarding to performance marketing and creative.

The call

Turning a complex supplement model into a scalable consumer brand

Rather than simply push more media, R17 went back to the fundamentals: make the proposition easier to understand, build a scalable digital foundation, and find the creative messages that could make customer acquisition work. We took responsibility for performance marketing alongside Shopify development and design, while working directly with Indyvit’s founders to shape the business model and standardise its B2B affiliate approach. The goal was simple: build a system that could turn a complex supplement proposition into a message consumers understood, and a model that could scale.

The work

Finding what moves the numbers

01

Build the foundation

We developed and refined Indyvit’s business model alongside the founders, while rebuilding and developing its Shopify presence. This created a stronger foundation for customer acquisition and gave the business the infrastructure needed to scale.

02

Make the proposition consumer-ready

“Democratising supplements” is a powerful vision, but it is not immediately an advertising message. We worked to translate the complexity of Indyvit’s proposition into clearer, more accessible consumer messaging that could work across acquisition channels.

03

Test what actually moves acquisition

We put creative testing at the centre of the growth strategy, investing heavily in UGC and continuously testing different messages, formats and approaches across Facebook and Instagram. Rather than assuming we knew which proposition would convert, we used performance to determine what resonated.

04

Scale what works

The strongest creative learnings were fed back into the acquisition strategy, allowing us to continuously refine the customer journey and improve efficiency. This approach ultimately reduced customer acquisition costs by 25%.

The results

Building a business, not just campaigns

 

  • 25% lower CAC
  • 2× Swiss Digital Commerce Awards — Best E-Commerce Start-Up and Best Feature
  • Scalable Shopify foundation
  • Growth partnership beyond media
We initially were an agency client of R17 Ventures; however, after 3 months we decided to get them onboard as a shareholder too. We appreciate their pragmatism and their very deep understanding of digital marketing, Shopify and e-commerce in general
Philipp Kirschbaum
Co-founder, indyvit ag

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Recognition

Rated by clients. Recognized by peers.

Reviews

5.0 Google 4.8 Clutch 4.8 The Manifest 5.0 DesignRush Excellent Trustindex

Awards

5x Digital Commerce Awards 20x Web Excellence Awards 2x Shop Usability Awards 2x African Excellence Awards 1x Clutch 100 Winner