My Way Up - Defiant Digital
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My Way Up

Case Study

52%

Revenue Growth (Year on Year)

43%

Increase in CVR (Year on Year)

We achieved consecutive record revenue months

Ad Platforms Used:

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Testimonial

“Every single month we’ve worked with them we’ve hit a record month”
Steve Collins
Founder

Winning Video Ads

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Winning Still Ads

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The Challenge.

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

  • 1

    Lack of creative testing process, they made random ads and hoped for the best

  • 2

    Inability to scale past existing spend levels without performance tanking

  • 3

    Current agency were purely media buyers, blaming creative for the lack of performance

  • 4

    New customer CPA was extremely high with too much reliance on repeat customers

  • 5

    Google ads were treated as an afterthought as their current agency team was heavily social focused

My Way Up © All rights reserved.

UGC Content

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!

Creative Conversion Principles

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

  • Hook (Pain Point)
  • Agitator (Further Press on the Pain)
  • Solution (Present Solution with USPs)
  • Social Proof Testimonials (User Generated)
  • Call to Action (CTA)


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.

My Way Up © All rights reserved.
My Way Up © All rights reserved.

Creative Targeting & Funnel Restructure

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

  • Moving away from interest targeting and LAL’s into Broad targeting
  • Multiple ASC+ campaigns (catalogues split into their own ASC+)
  • Monday & Thursday creative refresh and analysis cadence to make scaling less chaotic and more structured.
  • Complete Google build and optimisation to capture the huge amount of awareness that we were creating with paid social. Google went from driving 9% of monthly rev to 27%!
  • We created the Bloat Killa bundle with My Way Up’s best sellers which was a huge AOV booster and quickly became our “fishing” tool for new customers as we were able to offer a 25% off discount on the bundle while maintaining healthy margins.


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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Our Services.

  • 1

    Strategic Campaign roadmap & launch plan

  • 2

    Paid performance (Social & Search)

  • 3

    Creative Strategy

  • 4

    Direct response copywriting

  • 5

    Ads Creative

  • 6

    UGC Production

  • 7

    Conversion rate optimisation

  • 8

    Landing page design

  • 9

    Lead generation

  • 10

    E-Commerce profit & loss analysis

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335% increase in initial consults in 120 days & 82% reduction in CPL
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227% increase in bookings YoY & 47% increase in spend YoY
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775% increase in email revenue YoY & 71%+ New Customers YoY
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272% increase in new customer ROAS in the first 30 days
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428% revenue growth YoY within the first 180 days.
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427% Growth in Meta Revenue within the first 90 days.
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