We aimed to attract users likely to explore new health alternatives during a global pandemic using a localized and seasonal approach. This was supported by a multifaceted campaign strategy:
- Restructured geo targeting tiers across paid social and realigned on KPIs per tier.
- Accelerated investment ahead of highly seasonal milestones.
- Leveraged tCPA App Campaigns.
We optimized toward a mid-funnel event that preceded the main KPI in the user funnel. This gave us confidence that the algorithm would receive ample conversion volume to learn quickly. We also monitored user cohorts to understand and react to changes in user behavior after the initial acquisition.