Performance
Performance marketing focuses on driving measurable results and ROI through targeted advertising strategies. Join me as we navigate through Curalife's journey, steering the creative team and strategic vision to success. With Curalin, a dietary supplement aimed at promoting healthy blood sugar levels.
Pre-Strategy Phase
Before my involvement with Curalife, their creative strategy looked like this. While there was an effort to target the pain points of the audience, many ads were non-compliant and struggled to effectively reach the target audience while achieving satisfactory results and complying with Facebook's terms of service. Furthermore, key elements such as a hook, specific pain points, pacing, and human connection were also missing.
Phase One - Uncovering Pain Points
During the initial phase, our primary strategy involved delving into old testimonials while conducting new customer interviews to uncover specific pain points that deeply resonated with our target audience. I formulated the copy line 'Stop Counting Carbs,' which proved to be our first true winner. Additionally, we adhered to a basic ad formula, comprising key elements such as a compelling hook, effective agitation, thorough product description, clear benefits, and a strong call-to-action (CTA), ensuring successful results.
Phase Two - The Drill Down
After running the ad with various intros and variations for several months, I gained insights from customer interviews into the most critical aspects of the product. With this understanding, I recreated the ad, emphasizing key elements: fast results, a trusted community, and endorsements by professionals. This resulted in another significant boost in conversion rates.
Phase Three - The Big Leap
After receiving approval, we began implementing User-Generated Content (UGC) production with targeted creators and running ads from our account. This marked the realization of a strategy I had been advocating for some time. The concept was adapted into a UGC format to create more authentic and native content, resembling real stories rather than manipulated edits. This step marked a significant leap in ROI, as for the first time in the company's history, an ad generated positive ROI consistently over a long period. Following the implementation of the UGC strategy, we never looked back!