Gainful – D7 – Bloating

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Lifetime spend: $492,775.33 | CPA: 50% lower than target

We initially started out with little insights on the persona (25 – 35 y/o physically active males) or the sports supplement category, so we had to create our own. To do so, we created a learning plan where we would track our results week after week.

On week 3, we had learned that topless male talent flexing muscles to camera gave us high thumbstops (35%+). We continued iterating off of this.

On week 5, we learned using more male-skewing lingo (ex. ‘frickin’ and ‘dope’) worked best to drive higher CTRs.

On the week of this ad, week 7, we decided to tackle a very specific problem the client’s male audience had, which was that generic protein powder made them feel bloated. We tailored a highly specific ad around this concept while leveraging the insights we found worked from our previous tests. This ad was the end result.

The ad went on to live in the top spot of the account for many months, was commonly iterated by our agency and our competitors in the account, and became the guiding framework of how to communicate with this target audience.

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