fatty15

Simplifying a story, improving ROAS by 70%

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.

Two glass bottles with bamboo tops sit on a white surface, each of them labeled "fatty15" and full of supplement pills.
Anmiated GIF. It shows a brown, old fashioned omega 3 fish oil bottle, and reads "We used to smoke in doctor's offices, too." The items move and screen becomes a bright, clean blue. It shows a bottle of fatty15 and reads "3x more cellular benefits."

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.

A glass bottle is viewed from above, full of many white fatty15 supplement pills.
A preview of an animated ad appears in-context within a sponsored facebook ad setting. The headline over an old bottle of fish oil reads "Omega-3 was considered a breakthrough in 1929. So was the girdle." Post copy promotes new fatty15 supplement.
A single white fatty15 supplement pill sits on a green surface with a green background.
Animated GIF. It shows an old fashioned omega 3 fish oil bottle, and reads "The 1920s called. They want their fatty acid back." The items move and screen becomes a bright, clean blue. A bottle of fatty15 appears, reading "3x more cellular benefits."
Image of a blurred person walking past a building. On the side of the building is a large ad reading "Omega-3 is history" with a new fatty15 supplement bottle, painting over an old-fashioned "Fish oil" mural on the brick building.
The image shows an ad in situation on the side of a bus stop shelter. The top, with an old fashioned fish oil bottle, reads "ye old medicine", while the bottom, with a clean new fatty15 supplement bottle, reads "the new science."

“World Changing Idea.”

  • Fast Company, 2022

Hands of an African American individual with nails painted lightly pink open up a green fatty15 supplement refill container against a beige background.
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