Health & wellness
We partnered with Turmeric Vitality in October of 2023, they have an incredibly strong Amazon presence, but had struggled to grow the D2C side, had been with several agencies but couldn’t hit their NCAC target and scale with paid advertising. CAC on Meta had been as high as £40 in some months…
First action was consolidating the ad account. We cut all campaigns and stuck with a consolidated account structure moving forward. Just one campaign for creative testing, and one campaign for scaling winners.
We excluded all existing customers from our campaigns to ensure we’re only bringing in new customers. We also opted to use Meta as an awareness tool only, meaning no retargeting. Only cold audiences, targeting people unfamiliar with the brand.
LTV:CAC is the hero metric for consumable health and wellness brands. We placed this, as well as NCAC (New customer cost per acquisition) at the top of our metrics hierarchy. Ad account ROAS doesn’t mean anything and is vanity. We focused on LTV:CAC in 60, 90, and 120 day periods knowing how strong Turmerics LTV is in these periods.
Main problems we found:
Account needed consolidation
Over 5 active campaigns, all targeting the same audiences resulting in overlap
Meta strategy was built for warm audiences, already familiar with the brand
Creative wasn’t good enough, didn’t educate consumers well enough on the benefits of the product
Not excluding existing customers, so the numbers were skewed between new and existing customers
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- We crafted a solid creative strategy, testing several different products/angles/ emotional motivators/ pain points to see which resonated the best with cold audiences… See some of our winners.(Show collagen, turmeric, and ashwagada comparison assets all on phones)
- Our in house Graphic Design produced all assets, working closely with our account manager who storyboards and builds out the conversion optimised creative briefs
- We identified several winning creatives, and a new hero product (Ashwaghanda)
- We began iterations on the winning assets- As well as sending the product out to UGC creators within our network to shoot on brand, authentic content to help overcome customers pain points
- This is key at scale- We only scaled using a cost cap campaign allowing us to control our NCAC
- Efficiency is often compromised at scale, but not when you use cost control campaigns in the correct way.
- January was Turmerics best ever D2C month, we spent a total of £25k on Meta and Google ads whilst achieving a £20 NCAC
- We crafted great content tapping into the ‘new year new me’ angle - Return customer rate was the lowest it's ever been at 50%
