Increasing Conversions for a Supplement Brand by 34% YoY with Paid Social
Case Study
Using innovative strategies and high-quality videos, surpassed benchmarks and boosted brand awareness for a health supplement company.
The Problem
The client is an online manufacturer and retailer specializing in nutritional supplements. They approached the team with the goal of increasing brand awareness through paid social efforts and surpassing their current paid social benchmarks of 6,000 conversions per month.
The team developed a comprehensive paid social strategy that included the following elements:
Identifying the top-performing social channels where the client's audience was most active, namely Twitter and Facebook.
Create lookalike audiences using the client's current social and web traffic to better find and reach new audiences.
Switch creative from simple images that contained animation to higher quality stock videos that included people performing activities and actions.
Leverage content that included more novel exercise and wellness content to help "cut through the social clutter" and entice more users to click through the social ad.
The client's team successfully implemented a comprehensive paid social strategy, focusing on Twitter and Facebook platforms. They utilized high-quality stock videos featuring real people engaging in activities, targeting lookalike audiences developed with social and web traffic data. The team created engaging exercise and wellness content to differentiate and stand out in the cluttered social media space, driving clicks and exceeding goals.
Throughout the campaigns, the team closely monitored and optimized them by refining audience targeting and identifying the most effective creative. Their ongoing commitment to optimization ensured maximum effectiveness and helped the client achieve their desired results.
The Solution
The Results
The innovative use of video ads featuring real people performing activities and actions, coupled with refined audience targeting, drove significant improvements in engagement and conversions. The full-funnel social approach exceeded the client's goals, achieving a record-breaking amount of traffic and click-throughs.
The campaign achieved an average of 7,900 conversions per month from October through December of 2022, exceeding the client's original goal.
In addition, the cost per conversion was driven down by 45% quarter-over-quarter and 34% year-over-year.
Witnessed a record-breaking amount of traffic via social, with clicks increasing by 244% quarter-over-quarter and 403% year-over-year.