A nutritionist’s nutrition marathon through a webinar
A nutritionist’s webinar marathon: from cold sales to a 279% return
Key project metrics
Who the client is
A nutritionist launching a course to a cold audience for the first time. She had previously worked with a warm audience on Instagram. She needed to scale through paid advertising on Facebook and YouTube.
What the client needed
Launch an ad campaign for the course to a cold audience with a target cost per conversion of $6 and 1,167 conversions. Make the project pay back and find scalable student acquisition channels.
What we did
Testing the funnel on Facebook
We first tested the funnel on Facebook to check how it worked and get baseline metrics before expanding to YouTube.
Analysis and strategy
Based on an analysis of the funnel, the product, the target audience and competitors, we set a planned return of 244% and formed the YouTube ad launch strategy.
Creating the ad materials
We created ad videos and additional video creatives to test different approaches to the cold audience.
Testing hypotheses
In the first month we tested a significant number of hypotheses, switched off the ineffective campaigns and found the first working audience-product combinations.
Scaling the results
In the second month we scaled the already working combinations and formed new campaigns for further growth.
Results achieved
What it gave the client
In 2 months of working together the client reached a 279% return — above the planned 244%. We found and scaled working acquisition channels for a cold audience, which generated 1,196 conversions at a cost of $5.82 per conversion and brought in $19,435 in revenue.
Screenshots and creatives
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