A Supplement case study
In this supplement study, we focus on our brand, a leading player in the health and wellness industry. Despite facing challenges from an oversaturated market and fluctuating customer trends, we managed to pivot these obstacles into opportunities. Our primary goal was to enhance our Return on Ad Spend (ROAS), a trajectory that initially seemed ambiguous.
Achieving a remarkable 52% growth in just 3 months, from €33,065.65/mo to an impressive €50,343.24/mo, we responded with an arsenal of strategies. We integrated expert endorsements, launched a comprehensive digital marketing initiative, and employed advanced conversion rate optimization tactics.
Challenges
Growth Slowdown
The brand’s main customers were significantly impacted by economic shifts and political changes, leading to slower performance growth.
Finding an Edge Amongst the Industry Competitors
The real challenge was to find a competitive edge while still hitting our financial targets.
Increasing the New Customer Base
The brand has a solid base of returning customers, but the influx of new ones has slowed down lately.
More Effective Use of Traffic
Even though the brand’s educational content attracts plenty of website visitors, the product view rate hasn’t met expectations.
Driving Quality Traffic to the Site
For real growth, the new traffic had to be deeply engaged.
Solutions
An authentic, professional brand ambassador
Partnering with an expert directly addressed two core challenges for us. Differentiating in a saturated market and increasing the new customer base.
The rapid evolution of advertising, especially in the supplement sector, means tactics can become obsolete quickly. With the rise of AI-driven content creation, standing out is tougher than ever. Our strategy for all clients is to carve out a unique competitive advantage, ensuring quality content, authenticity, and a surge of relevant traffic. In the supplement territory, an authentic brand ambassador was a game-changer.
Offering genuine value without immediate expectations has become so rare that audiences respond with overwhelming positivity.
Omnichannel approach – The Integrated Channel Method
Owning a brand’s entire digital marketing spectrum places us in a powerful position. This holistic control lets us amplify strategies that resonate across all digital touchpoints, not just one or two.
Our journey began with leveraging ambassador content in Facebook ads. The positive response was undeniable. So, we revamped our Facebook ad structure, and increased our spending. The result? A jump in ROAS from 4 to 6 and a whopping 115% boost in ad revenue.
But we didn’t stop there. This fresh content seamlessly integrated into our email marketing campaigns. The increased ad spend skyrocketed our reach, creating ripple effects on platforms like Google.
The Increase in ROAS
Then came our masterstroke: ramping up investments in alternative PPC platforms like Criteo. The surge in site traffic supercharged our Criteo campaigns, allowing us to nearly double our spend while maintaining, if not improving, our ROAS.
Advanced CRO tactics
At the beginning the surge in new users introduced a fresh challenge. While visitors consumed our educational content, they weren’t viewing our products. The sessions-to-product view rate hovered around a mere 10%, significantly impacting our Conversion Rate.
This required the deployment of CRO (Conversion Rate Optimization) strategies to increase these rates.
Our most effective tactic was high-tempo offer testing via exit popups. We presented users with varied offers and closely monitored the outcomes. For this purpose, we employed a tool you might be familiar with: Optimonk.
With the updates, we raised the sessions-to-product view rate to around 17%, leading to a 40% increase in our CVR (conversion rate).
Increase in Sessions-to-Product View Rate
Effective community engagement mechanism
The last piece of our strategy is a community management solution which sounds a lot more complex than it is in reality.
We discovered that our customers genuinely appreciate it when we answer their questions. Recognizing this, we created a landing page where they can submit their inquiries. Given the high demand, we consistently addressed the most frequently asked questions through video content, which not only saw significant social virality but also bolstered our engagement rates. We don’t just post these videos on our page; we also harness their potential as ads. It’s incredible to see how authentic content can resonate powerfully, even with entirely cold audiences.
Then came our masterstroke: ramping up investments in alternative PPC platforms like Criteo. The surge in site traffic supercharged our Criteo campaigns, allowing us to nearly double our spend while maintaining, if not improving, our ROAS.
Our Organic Search Grew by Nearly 20%
However, Facebook really delivered the best results. We achieved nearly 400% increase with our reach which was more than 78% organic.
In this supplement case study, we unveiled the journey of our client’s brand in the challenging terrain of the health and wellness industry. Despite market saturation and shifting demands, we realized a 52% growth in ROAS within a mere 3 months. Through strategic endorsements, cutting-edge digital campaigns, and adept optimization techniques, we not only elevated our brand but proved that we have the expertise to boost your brand’s growth too. If increasing your key performance indicators is a priority, reach out to Evolut. We’re here to guide your brand to new heights.
