Project highlights from client and full-time partnership with mindbodygreen.
Case Studies
INTRO
RESULTS
mindbodygreen
🚀 Scaled ad spend 3X
🎯 Reduced CPA 44%
mindbodygreen, the well-known health and wellness media company that does over 25 million page views every month, decided to monetize their audience by launching two ecommerce businesses: a DTC line of supplements (sleep, probiotic, collagen and multivitamin supplements retailing for ~$60 ea), and an online health coaching certification course (offering $2,500 and $5,000 tiered options).
Originally brought on as a consultant, and later hired full-time, Scott was responsible for acquiring new customers for both ecommerce businesses through paid media channels, primarily Meta ads and Google ads, in addition to TikTok, Bing and LinkedIn ads. This included ad creative direction and ongoing testing and data-driven analysis to optimize performance.
SUPPLEMENT SKU EXAMPLES
RESULTS + INSIGHTS
In just 20 months working with mbg, Scott was able to scale paid ad spend 3X (8 figure annual budget) while reducing their north start metric of CPA (cost per new customer acquisition) 44%.
How? In addition to working with a talented internal team, there were 3 primary paid media strategies that led to this success:
1. Large influencer partners + whitelabel paid social ads
For mbg, it make sense to partner with larger influencers that were household names. Working with these influencers to deliver a variety of hooks for different products, and then using whitelabel ads to reach the right audience, was key to reducing CPA through building social proof.
2. Testing a wide variety of messaging in video and image ads.
Testing, testing, testing. Dozens of static image and video ads were tested every month to determine what type of messaging was relevant for each product. For example, we discovered their sleep product sold better not by just highlighting the benefits, but by pointing out the downsides of a competing product consumers were already familiar with.
3. Efficient ad spend across paid media channels.
Sometimes Meta ads on Instagram and Facebook are great at bringing in new customers, sometimes Google Ads makes more sense at a lower CPA. In addition to analyzing CPA, AOV and LTV by platform, various campaign objectives and bidding strategies were used. Data-driven analysis on a weekly and monthly basis was able to inform the media buying, finance and leadership teams where dollars were most effectively spent.
INFLUENCER AD EXAMPLE
Project highlights from client and full-time partnership with mindbodygreen.
Case Studies
mindbodygreen
RESULTS
🚀 Scaled ad spend 3X
🎯 Reduced CPA 44%
INTRO
mindbodygreen, the well-known health and wellness media company that does over 25 million page views every month, decided to monetize their audience by launching two ecommerce businesses: a DTC line of supplements (sleep, probiotic, collagen and multivitamin supplements retailing for ~$60 ea), and an online health coaching certification course (offering $2,500 and $5,000 tiered options).
Originally brought on as a consultant, and later hired full-time, Scott was responsible for acquiring new customers for both ecommerce businesses through paid media channels, primarily Meta ads and Google ads, in addition to TikTok, Bing and LinkedIn ads. This included ad creative direction and ongoing testing and data-driven analysis to optimize performance.
RESULTS + INSIGHTS
In just 20 months working with mbg, Scott was able to scale paid ad spend 3X (8 figure annual budget) while reducing nCPA by 44% (cost per new customer acquisition).
How? In addition to working with a talented internal team, there were 3 primary paid media strategies that led to this success:
1. Large influencer partners + whitelabel paid social ads
For mbg, it made sense to partner with larger influencers that were widely recognized. Working with these influencers to deliver a variety of hooks for different products, and then using whitelabel ads to reach the right audience, was key to reducing CPA through building social proof.
2. Testing a wide variety of messaging in video and image ads.
Testing, testing, testing. Dozens of static image and video ads were tested every month to determine what type of messaging was relevant for each product. For example, we discovered their sleep product sold better not by just highlighting the benefits, but by pointing out the downsides of a competing product consumers were already familiar with.
3. Efficient ad spend across paid media channels.
Sometimes Meta ads on Instagram and Facebook are great at bringing in new customers, sometimes Google Ads makes more sense at a lower CPA. In addition to analyzing CPA, AOV and LTV by platform, various campaign objectives and bidding strategies were used. Data-driven analysis on a weekly and monthly basis was able to inform the media buying, finance and leadership teams where dollars were most effectively spent.
examples of mbg meta ads
examples of mbg supplement SKUs