When My Way Up joined forces with us, their creative strategy was fragmented and highly unorganised. Ontop of the every day challenges of building and growing a business, the founders found themselves deep in their ad accounts trying to clean up the mess from their existing agency team
My Way Up’s Facebook group is like a treasure trove. It’s where health enthusiasts swap stories, successes, and concerns about gut health. The testimonials, images, and videos posted there were a gold mine when we were shaping our content.
We were not just telling people, but showing them how My Way Up was making a real difference. This created a more direct connection to the brand, moving beyond product features to touch on real-life stories and health concerns.
Key Learnings: Fake UGC from actors performed worse than ugly, real UGC from real customers. With that said, it was very hard to get people talking about their constipation and poop problems! Our team became real users of the product and stepped in to authentically explain the benefits they were experiencing and these became some of our best performing ads!
When we stepped in, the creatives were missing a few key conversion principles. So, we gave them a makeover & started briefing in all UGC creators with a simple yet effective formula
Key Learnings: Although UGC ads worked well for us, we learnt that My Way Up was benefitting from a wide array of different style of creatives. One of the best performing creatives to this day is a highly produced 3D asset. Diversifying the creative library was key
We found that UGC did an amazing job of hooking people in, but branded assets helped to increase trust and engrain My Way Up brand in people’s minds as Australia’s leading gut health brand. This was evident with a huge increase in branded searches once proper motion design ads were implemented in the funnel.
With the iOS14 updates, interest targeting via the ad manager became a bit of a circus. That’s where creative production saved the day.
We turned to broad targeting with dynamic ads and ASC+ campaigns, letting the creative itself serve as the targeting. With sharp hooks and a tailored approach to their ideal avatar, we cut through the noise and scaled aggressively while maintaining our MER targets.
The big needle movers for us in terms of funnel structure were
Key Learnings: Catalogues in ASC+ were taking all of the spend, so we moved them into their own ASC and this allowed to get better delivery on video/stills/carousels etc. The introduction and focus on Google delivered a massive uplift in conversions which the MWU team were skeptical about at first.
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See our ads in action & explore our library.