Libbera was a challenge due to the niche, being a health supplement. It is both difficult to advertise on many platforms, very competitive and you cannot make unverified claims. We ran a social campaign to increase branding and visibility.
The initial challenges were:
Passing Facebook Algorithm
Facebook is very particular when approving ad copy that is related to pharmaceutical, even if they are not true pharma products such as a supplement. We had to ensure we had the proper ad messaging and account information so we did not flag the Facebook bot.
Low Product Visibility
Outside of TV, Libbera had very low visibility and users aware of the product offering. We needed to get our ads in front of as many users as possible to validate the conversion and get a high number of impressions.
Our solutions based on the above initial challenges were:
Providing crisp, clean branded ads
These ensured we had the highest likelihood of getting users to take notice on an already busy social media feed.
This is an advanced facebook tactic to ensure we were retargeting users that had only seen certain percentage of the video. By retargeting these users they had prior exposure to the brand but may not have realized how, why or where. The familiarity with the product helped segway users into the funnel.
Anyone can run an ad on Facebook but the conversions will not be optimized by simply running any ad. As facebook ads consultants we understand it is vital to take the time upfront to build out interests, audiences and targeting. Once that has been set in place it is then vital to take action upon what the data tells you. We ensured to accelerate the top performing ads, while pausing any ads that were eating up budget.
Using Facebook to run advertising for this health supplement enabled us to:
- Reach our target market for a fraction of the cost that TV or print ads would cost.
- Test and validate initial response and identify top performing advertising content.
- Build the brand and gain sales within the first week of launching (screenshot below is one week).