The issue that Utiva (and many specific health product brands) have faced, is that you can’t target people that get UTI’s. There is no shared interest, nor a lookalike audience that will work in reaching this demographic of people. We knew that from day one of our onboarding, the strategy would have to be focused on broad targeting, bringing customers in through the creatives. 

We began building out ideal customer personas, really honing in on pain points for this audience in order to understand their needs and desires within the UGC we were about to create. Due to the nature of the products, the buyer journey isn’t quick, nor consistent in conversion. This meant that we had to create a wide range of creative formats, and implement a high frequency content based retargeting funnel throughout Meta. Within 30 days of launching the Meta ads with our UGC creative, we increased their NC-ROAS from their previous 1.08x to 2.76x. By going very broad with our targeting, leveraging advantage plus we were able to reduce CPM by 68% in that same 30 day period. Google increased simultaneously to a 3.7x ROAS, and this creative system allowed us to double their paid advertising spend within just six months of our partnership. 

We can’t wait to see Utiva continue to change lives in 2024, and we’re so excited to be a part of that journey!