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Delivering a 50% improvement in Conversion Lift for Vitabiotics

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The challenge

Vitabiotics, one of the UK’s top vitamin brands, hit a ceiling with their bottom of funnel purchase campaigns, new reach stalled, and nCPA was starting to climb. They turned to Taikun to break through those limits with strategic upper funnel campaigns and fresh creatives.

What we did

  • Upper Funnel Meta Campaign Strategy
  • Upper Funnel Creative Strategy and development
  • Lift Tests and Measurement

Our Approach

Setting a Lift Benchmark

To establish a baseline, we launched a series of brand and conversion Lift tests to measure the incrementality of the existing account set up and creative approach. The results revealed key inefficiencies and helped guide our next steps. 

Repeating these tests monthly, we tracked the true impact of our activity and ultimately achieved a 47% drop in incremental conversion costs from Meta.

Upper Funnel Campaigns

We broke free from stagnant purchase conversion campaigns by launching a strategic combination of awareness and Google referral traffic campaigns. 

This shift reversed declines, cutting CPM by 18% and increased reach by 24%. Diversifying upper funnel objectives kept efficiency high and ad fatigue low.

This combination campaign setup has successfully worked for our brands on a number of occasions, and we’re confident we can quickly implement this blueprint into more accounts.

Upper Funnel Creative

Our most powerful creatives were lo-fi, native, and intentionally “ugly” – think product demos, customer reviews, and relatable imagery.

We strategically reused high performing ads via post IDs to preserve social proof and accelerate results, helping our early stage campaigns to build momentum fast . 

We scaled quickly by adapting winning headlines, copy, and messaging into new creative formats.

Across the three month campaign period, we delivered over 70 assets covering a wide range of formats, products, concepts, and messaging styles.

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Our success with Vitabiotics is a testament to our Creative Media Buying approach to performance marketing with multiple teams working together to reach a common goal, taking advantage of our talented team across Meta ads, Creative Strategy and Design and Production.
Phil Kiel, Paid Social Director