Naiss / Performance Marketing
Audience segmentation and creative testing
for a new weight-management clinic.
Project Overview
A new weight-management clinic began running Meta ads without prior campaign experience or historical data. Initial Meta ads used broad age and gender groups. After the first month, CPA was above target.
I used the first month’s results to refine audience targeting and test more memorable ad creative, with the aim of lowering the cost of starting a conversation.
My Role & Contribution
The previous month’s results showed that men and women aged 21–40 generated the most messages at the lowest CPA.
Based on this finding, I developed audience hypotheses around potential weight-management needs. People who enjoy drinking alcohol, tech professionals working long hours and female office workers were proposed as segments to test.
Develop memorable creative concepts and test combinations of audiences and ad materials.
The Optimization
Broad initial targeting produced an above-target CPA. The previous month’s message count and CPA pointed to the 21–40 age group, across men and women, as the starting point for refinement.
Translate that age-and-gender finding into lifestyle-based audience hypotheses, then test combinations. The proposed segments were ideas to validate, not proven top performers.
Audience segments for testing
From treatment facts to a memorable hook.
Treatment-led ads lacked a distinctive memory cue or relatable situation to encourage a conversation.
Respond to interest ahead of a treatment launch with playful wordplay and situational illustration. Test more relatable, memorable creative alongside the refined audiences.
Results
CPA measured as cost per messaging conversation started.
In 3 months
Audience refinement and rapid creative testing helped identify a direction to keep investing in. Results reported in the original campaign portfolio.