CASE STUDY: How I Increased a Health & Wellness Brand’s Lead Gen CTR by 62.5%
A walkthrough of the strategies I implemented to help a postpartum ecommerce brand successfully navigate obstacles to growth.
Client: Coddle
Industry: Health/Wellness, Ecommerce
My role: Social Media Manager
About: Coddle is a postpartum wellness brand specializing in handcrafted, plant-based recovery kits and educational content for new mothers.
Challenges Faced:
- Struggled with affordable targeting and conversion in Instagram & Facebook Ads Manager.
- Spent significant amounts of money on monthly ad budgets without yielding the volume and quality of results they needed or expected.
- Experienced inconsistent follower growth and audience engagement on social media.
Goals:
- Increase website traffic and email subscribers by optimizing organic reach and paid ad campaigns.
Social Media Strategy & Implementation:
- Facebook Ads Strategy:
- Restructured ad campaigns for clarity and appeal, refining audience segments and integrating lead magnets for increased newsletter sign-ups.
- Repurposed top performing content from social media and the company blog to drive sign ups and blog views among similar audiences
2. Social Media Optimization:
- Identified and rectified controversial topics affecting engagement, resulting in sustained audience growth.
- Engaged with audience by replying to comments, answering messages, and creating interactive and educational content to boost conversation.
3. Optimization & Analysis:
- Tracked weekly and monthly trends in content performance, noting significant variations in audience engagement and growth.
- Adjusted strategies based on performance data to optimize results.
4. Creator & Brand Outreach, Partnerships:
- Managed co-sponsored giveaways with relevant brands in the baby and infant niche, expanding Coddle’s reach.
- We partnered with brands such as Ade + Ayo (@adeandayo, IG: 13k), Olivia J (@shopaliviaj, IG: 50.4k), & Ebony Seeds (@ebonyseedsco, IG: 5k).
5. Content Creation & Video Production:
- Produced product-focused videos and wrote scripted IG Lives with industry experts to boost engagement.
- Guest speakers included Dr. Jessica Shepherd — @jessicashepherdmd (IG: 57.6k followers), Dr. Magen Henry — @magenthechiro (IG: 4.42k followers) and Lindsay Taylor — @thefooddoula (IG: 13.7k followers).
6. Google Ads Strategy:
- Implemented advanced strategies to improve click-through rates and ROI in Google Ads.
- Including long-tail keywords, negative keywords, match types, and bid strategies to increase click-through rates and overall return on ad spend.
Results:
Facebook Ads:
- Decreased cost per result by 98.4%.
- Increased link clicks by 177.6%
- Increased results by 55.8% (*Results include On-Facebook Leads, Email Subscribers, or Link Clicks).
Instagram Page:
- Achieved a 5.52% increase in audience engagement, and 4.88% increase in audience growth.
Definitions:
Cost Per Result — The amount of money spent to achieve a specific outcome, such as a lead, sale, or download.
CPM/Cost Per Thousand — The cost to reach one thousand people with your advertisement.
CPC/Cost Per Click — The amount of money spent each time someone clicks on your advertisement.
CTR/Click-Through Rate — The percentage of people who click on a link or advertisement compared to the total number of people who view it.
