Dayon meta

Dayon, a company offering innovative red light therapy products, faced significant challenges in their online marketing campaigns. They struggled with poor lead quality, high rejection rates due to UV light misconceptions, and the need for more effective communication about their unique products. By implementing a holistic marketing strategy, optimizing campaign budgets, and leveraging precise targeting, Dayon significantly improved their marketing efficiency and lead quality.

Our
Challenge

Dayon experienced low lead quality despite high sales conversion rates when leads were contacted directly or filled out a form on the website. Only 2 out of 150 leads generated through the Meta-form resulted in worthwhile conversations. The challenge was compounded by the prevalent misconceptions and hesitations regarding UV-related products, making it difficult to sell their offerings. Effective communication was crucial, as three-quarters of Germans reject UV light due to health concerns, necessitating clear, educational content to differentiate their red light therapy products from traditional UV treatments. Additionally, targeting their niche audience—design-conscious individuals with sufficient disposable income—proved challenging due to high scatter loss and inefficient ad spend.

Solution

How we achived great results

Holistic Marketing Approach

Implemented a meta-platform lead campaign utilizing a pre-qualification form to ensure leads were more likely to convert, thereby reducing the cost per lead (CPL). Focused on addressing individuals at higher funnel stages with precise content to introduce and educate them on red light therapy, aiming for a lower cost per content view.

Campaign Budget Optimization

Transitioned to Campaign Budget Optimization (CBO) to dynamically allocate budget towards high-performing ad sets. Tested various targeting options, including Lookalike Audiences, to reach potential customers more efficiently.

Enhanced Communication and Education

Created new campaigns with expert input, emphasizing educational content to clarify the distinctions between red light therapy and traditional UV treatments. Proposed the use of specific landing pages tailored to different audience segments to improve engagement and conversion rates.

Results

The strategic changes led to a significant increase in the Marketing Efficiency Ratio (MER) to 6.06, indicating a marked improvement in marketing effectiveness. The cost per lead dropped noticeably due to better-qualified leads and more efficient budget allocation. Consequently, there was a rise in the number of qualified leads, leading to more productive sales conversations and higher conversion rates. In summary, Dayon's strategic performance marketing overhaul not only enhanced lead quality and communication but also boosted overall marketing efficiency, ensuring sustainable growth and better market penetration for their innovative red light therapy products.