Fatty15: Simplifying Story & Improving ROAS by 70% — Door No. 3

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ISSUE

Omega-3 was discovered over 90 years ago, around the same time Bingo was invented. And for nine whole decades, healthy minded folks never questioned where it came from or how it was made. If they did know, (ahem, machine-pressed fish, rancid inventory, questionable contents), it’s a pretty good bet they wouldn’t take it anymore.

But now there’s a broader, better, safer essential fatty acid: fatty15. Science-backed, patented, no fishy-film taste and boasting many other benefits… this amazing team of MDs, scientists and researchers needed help clearing the clutter and telling their story.

ANSWER

We generated multiple campaign ideas to test with consumers. The winning campaign direction focused on this simple premise: fatty15 is of this century. After all, science has evolved, so shouldn’t our choice of supplements, too? We think so. Modern science for the win.

A billboard shows a brown old fashioned bottle on the left labeled "omega 3 fish oil" and the headline "Ancient History." On the right, a clean bottle of fatty15 supplements with the headline "Modern Miracle."

A woman in her early 30s looks happy and relaxed, holding up a single fatty15 supplement pill.

RESULTS

Initial message testing of leading campaign contenders showed improved ROAS by 70%, overall reducing ad spend while increasing conversions. The new creative directly generated over half of new purchases in a single week. Through integrated digital media efforts – with refined messaging using the winning concept across thirteen channels – year-on-year revenue increased 3.5x.