Website Design, SEO, Digital Media Planning and Buying, Social Media Marketing, E-commerce
A new, first-in-the-market product, Herbale approached us to help them boost visibility and sales in social media.
The challenge, in this case, was the fact that there wasn’t much room for error. Health products have razor-thin profit margins, which means that every dime they invest into marketing needs to have a strong likelihood of producing a return. There’s not much to waste.
In addition to that, most customers are located within a short distance from the medicinal store of choice and don’t tend to venture further and are also quite price sensitive.
We started off by testing a variety of different ad creatives, targeting segments, and placements. This helped us find a few combinations that delivered the most visibility for Herbale in terms of the social media fan base. Once the fan base was established, we started growing the engagement rates of posts.
The strategy we used to get in front of new customers was behavioural targeting. We implemented geographic targeting of ads, Lookalike Audiences, and CPP (Optimized Cost Per Price) bidding to stretch ads the furthest.
On social media, images become “stale” faster than they do on other channels because of the speed of content consumption on social platforms, so we rotated fresh images more frequently.