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Born from a deeply personal experience, My Way Up is on a mission: to empower millions to take charge of their gut health. This isn’t your run-of-the-mill supplement brand; it’s a beacon of hope, backed by a mountain of peer-reviewed research and a relentless pursuit of quality.
Steve Collins, the founder, knows firsthand what it’s like to battle IBS, inflammatory bowel disease, bloating, and sensitivity. He’d seen the other side of gut health issues and knew he could help others make it there too. And so, My Way Up was born.
Here’s the truth in Steve’s own words:
“I started My Way Up because I know the pain, and uncertainty of poor gut health. We have become less healthy through how we eat, move, and live. Our healthcare system waits for us to get sick, then acts. We’re here to change that through prevention, natural health, and cutting edge science.”
Despite trying their luck with several agencies in the past, My Way Up couldn’t find a partner who could help them reach the next level.
Their creative testing process was practically non-existent, and the founders found themselves wearing too many hats. It was a classic case of ‘too many cooks in the kitchen’ but in just three months, we turned it around.
We scaled their monthly revenue by a whopping 52%, delivering their first record-breaking month. This led to a domino effect of record revenue months, with one milestone toppling another each month.
This case study takes you behind the scenes, unraveling the creative strategies that propelled this growth. So let’s dive in!
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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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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