Nourished

Previously, KPIs were measured and reported at a single-channel level. This approach provided little insight into the wider impact and contribution made from overall marketing efforts.

Vitamins and health supplements are a considered purchase. Potential customers take time to think about which vitamins might be most beneficial for their lifestyle, as well as shopping around for alternative solutions. This results in multiple touchpoints in the buyer journey, making it harder to attribute each sale.

Nourished's current attribution model focused on last-click conversion. This undervalued certain types of activity, like social prospecting and influencer marketing whilst simultaneously placing too much value on direct site visits, email marketing, and brand search.

To improve attribution and more accurately measure performance, we leveraged third-party measurement tool, Triple Whale, alongside Google Analytics 4 and in-platform data. This allowed us to optimise budget allocation and refine Nourished’s approach to creative. We combined these insights with first-party data gathered from post-purchase surveys asking customers how they discovered Nourished and why they purchased.

By identifying and analysing key messaging, colours, and imagery that consistently performed well on Meta, we were able to determine how to improve Nourished’s Performance Max campaigns.

We applied key learnings to our Paid Search activity, ensuring we used the creative trends identified, creating briefs around this, and continuing to evolve and optimise activity as we tested more styles.

We continued to a/b test different approaches which helped us understand what formats and creative performed the best for social and search.

With the US providing such a huge market, we needed to narrow down targeting to ensure the budget was not being spread thinly. However, an insufficient amount of data would impact Google and Meta’s ability to effectively optimise ads, we therefore had to be mindful of these two conflicting needs.   

Previously, we had used Meta and Google audience and location data separately, excluding certain groups of people and locations from being exposed to ads to narrow our audience pool.

We wanted to deliver a combined approach for Nourished, so we utilised ad data from Google to identify states with lower conversions, excluding these areas across both channels. By combining our approach, we could leverage greater impact with our budget on a smaller number of locations, with ads shown to top-performing states on both search and social.