Broaden awareness of the weight loss program, HMR, and drive program enrollments efficiently.
For this campaign, surrounding the prospect with messaging across different platforms and devices with sequenced messages was key. Building trust by serving key pieces of information through retargeting strategies worked to familiarize consumers with the brand, its program, and value. We knew that our target was a diet cycler, and had lost trust in weight loss programs. The data told us that HMR’s prospects were influenced by ads and sponsored content on mobile, but were converting on their desktop/laptops. In fact, impression volume targeted to desktops was 25% but accounted for 84% of the transactions. Mobile and desktop really worked in tandem and tweaking that balance was imperative to the success of the campaign.
57% reduction in the cost per customer acquisition within 4 months of the campaign’s launch.