Challenge

Despite having a solid product offering and some established digital campaigns the challenges were:

Limited structured strategy across digital platforms
Low conversion rates despite decent traffic
Inefficient use of organic & paid media opportunities
High competition in the health supplement market, particularly on Google & Facebook

Solution

A strategic approach was developed with a focus on organic growth, paid media optimisation, and audience-specific creative

1. Organic Strategies

Content :
- Leveraged Instagram Reels, as these outperformed static posts in engagement
- Focused on educational content, such as explaining ingredients or addressing customer pain points
- Improved presentation of customer reviews, creating visually appealing and shareable assets
Content Pillars:
- Product Showcase: Highlighted key products in shoppable formats
- Education: Shared product benefits and industry insights to build trust
- Brand Storytelling: Offered behind-the-scenes content to humanise the brand
Influencer Partnerships:
- Partnered with micro-influencers in niches like running and wellness

2. Paid Media Optimisation

Google Ads:
- Conducted detailed keyword research to identify high-volume, low-competition keywords
- Focused on targeting competitor brands like "Chewwies" to capture shared audiences
Facebook/Instagram:
- Implemented retargeting ads for website visitors and abandoned cart users
- Developed dynamic product ads tailored to user behaviour, such as showcasing previously viewed items
- Refreshed creative assets to align with each stage of the customer journey
P-Max :
- Expanded asset inputs to maximise testing and algorithmic optimisation

3. Conversion Optimisation

Enhanced abandoned cart campaigns with personalised messaging to re-engage potential buyers
Introduced automated retargeting ads, combining audience segmentation with tailored creative

4. Best Practices

Refined creative assets for platform-specific requirements
Targeted messaging based on gender insights; ads were adjusted to resonate with the brand's predominantly female customer base

Results:

While some recommendations are ongoing, the following outcomes were achieved during the campaign:

More Engagement: Reels & educational content saw higher organic reach and engagement rates
Ad Efficiency: Dynamic ads and retargeting strategies resulted in better conversion rates without significant budget increases
Brand Positioning: Content pillars and influencer collaborations enhanced brand credibility and visibility within key communities

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