HerWellness Launch: A Full‑Funnel Playbook

From eight‑figure budget allocation to nine‑figure reach, here’s a high‑level look at how we introduced a new women’s‑health platform and project to deliver a five‑figure customer growth with a +30 % ROAS lift.

Background

HerWellness is Metagenics’ first end‑to‑end women’s‑health platform. We needed to create awareness for the brand and generate immediate product adoption without cannibalizing existing product lines.

Strategy at a Glance

Eight‑figure cross‑channel investment allocated across funnel stages
Nine‑figure impression goal to seed brand awareness
Five‑figure new‑customer target with a +30 % ROAS improvement

*Visual overview of our full-funnel strategy across awareness, consideration, and conversion. Each channel was mapped to a specific stage to deliver the right message at the right moment.

Channel Mix

Funnel Stage	Primary Channels	Role
Awareness	CTV, YouTube, Influencer Collaborations	Establish platform and prime brand search
Consideration	Meta (Instagram), Amazon Streaming TV	Educate users and direct traffic to product pages
Conversion	Search (Brand + PMax), Shopping, Display	Capture high-intent traffic and drive purchase
Re-engagement	Email flows, Meta retargeting, display ads	Encourage repeat purchase and upsell opportunities

Creative Sequencing

*Signal-based journey planning aligned touchpoints across platforms like Meta, Google Search, Shopping, Connected TV, Linear and and influencers to guide users from awareness to conversion.

30‑second platform story (CTV & YouTube)
15‑second product cut-downs (Meta, OLV)
6‑second bumpers for retargeting
Expert and lifestyle UGC to reinforce trust

Key Outcomes

Nine‑figure reach in the first six weeks
Five‑figure new‑customer acquisition
+30 % ROAS vs. comparable launches

*Rounded, publicly shareable figures only.

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Driving 42% Growth at Aspiration ›