The Story
Today, there are over 1,000 fitness nutrition brands selling supplements online in India. Sadly, many of them are failing. However, they don’t have to — if they properly prepare themselves and adapt to what the market is demanding.
Instead of rushing out to start selling immediately, we performed detailed research to find the gap in the market before launching any campaign. Since this wasn't just a single-product brand, but a marketplace of multiple brands and products, the market size was significantly larger. We had to fight with small, medium, and big players in the market simultaneously.
Pre-Launch Planning
We planned the entire marketing campaign into a transformational system, executing through these necessary steps:
- Ideal Customer Mapping: Drawing out who the ideal customer is.
- Unified Messaging: Aligning all marketing activities to speak only to the ideal customer portfolio.
- Jaw-Dropping Offers: Including irresistible deals to attract new customers.
- Brand Education: Educating prospects about the benefits and features of the products and establishing why they should trust the brand.
- Outcome-Driven CTAs: Encouraging conversions by focusing on the customer's desired fitness outcome.
- LTV Automation: Automating the backend process and adding loyalty and referral programs to generate more revenue over the lifetime of a customer (LTV).
Organizing The Customer Acquisition Process
In any niche, customers are looking for a transformation, and in fitness, they need a quick one. Apart from a quick transformation, the other crucial aspect was product authenticity, as we were marketing edible supplement products.
Rather than taking the usual route of shouting that we are the "most authentic brand," we launched a high-trust User Generated Content (UGC) campaign. We generated more than 50 videos through fitness influencers and content creators within the industry to quickly gain trust and credibility in the market.
The campaigns successfully generated millions of visitors to the website. We recorded all traffic data through the Facebook pixel and built a solid audience base using Custom Audiences and Lookalike Audiences. Prepared for them to land on the website with an irresistible offer, we secured an initial boost. Meanwhile, in the backend, every visitor's action was tracked by multiple pixel codes installed on the site, providing us with the raw data needed for hyper-targeted remarketing.
Retargeting Until Purchase Completed
Since millions of visitors visited the website in the span of 30 days, we were prepared to track and retarget them. The real task was to identify pockets of audiences from the large visitor list and upsell/cross-sell them high, medium, and low-ticket products based on their specific interest.
Because a higher number of prospect visitors were landing on our collection pages rather than individual product pages, we tracked every single one of them. We monitored what pages they viewed and what actions they took on those pages. Depending on these factors, we remarketed/followed up with them on multiple occasions, with the goal of converting them or at least moving them further along in their buying process.
Our marketing team developed a custom retargeting funnel depending on the product price points and prospect actions, and executed it dynamically.
The Results?
Over a span of 8 months, our structured advertising campaigns achieved outstanding results:
- Return on Ad Spend: Achieved a blended ROAS of over 500% (5x+), with key retargeting and lookalike ad sets reaching peak returns of 30x to 61x ROAS.
- Direct Revenue: Over $500,000 in revenues directly attributed to our social campaigns.
- Total Revenue: Secured almost $1 million in total revenues through channels like Facebook, Instagram, and Google Ads.
Through strategic pre-launch audience mapping and full-funnel remarketing, we transformed a crowded-niche supplement marketplace into a highly profitable growth engine.