Personalized Healthcare Brand
Always-On Creator Strategy Reduces CAC by -15%
A personalized healthcare brand needed more high-performing content, faster. We delivered and cut customer acquisition costs by 15%.
Services
A fast-growing, telehealth-enabled weight-loss brand operating in a rapidly evolving category faced challenges producing high-performing creative at the speed required to support its growth. With limited internal bandwidth, competing stakeholder demands, and constantly shifting priorities, the team struggled to consistently develop both UGC and branded performance creative at scale.
To overcome these constraints and unlock more efficient growth, the brand partnered with New Engen to build a flexible, always-on content engine capable of supporting multiple products and campaign needs simultaneously.
Immerse
We began by working closely with the brand’s team to understand internal workflows, creative production challenges, and the complexities introduced by frequent shifts in product focus.
Through this collaboration, we identified key gaps in content velocity, scalability, and alignment across stakeholders. The brand needed a solution that could not only produce high-quality creative quickly, but also adapt to changing priorities without disrupting performance.
This immersion phase enabled us to design a flexible framework that balanced speed, quality, and consistency across both UGC and branded content.
Inspire
Our analysis revealed that growth depended on two critical factors: increasing the volume and diversity of creative, and ensuring messaging remained relevant to consumers at different stages of their journey.
To address this, we identified an opportunity to leverage a broad network of creators who could authentically speak to real user experiences. These perspectives allowed the brand to build trust with prospective customers through relatable, performance-driven content.
At the same time, we uncovered an opportunity to strengthen branded creative by developing repeatable ad templates that could scale across teams, ensuring consistency while increasing production efficiency.
Implement
We developed a creator-powered content system that paired authentic UGC with repeatable branded ad frameworks. We accomplished this by:
Leveraged a broad pool of creators to deliver authentic messaging aligned to different audience segments
Developed a mix of static and video assets deployed through creator whitelisting and brand channels.
Matched specific creators and messaging angles to relevant customer demographics, allowing the brand to reach parents with more relevant and relatable content.
Created scalable ad frameworks that could be adopted across teams to improve consistency and efficiency.
Enabled continuous creative production across multiple products, supporting rapid pivots in strategy.
Impact
By activating a scaled creator network and implementing an always-on content pipeline, the brand significantly increased the speed, diversity, and effectiveness of its creative output. The combination of authentic creator-led content and repeatable branded templates enabled continuous campaign launches while maintaining strong performance, even as priorities shifted.
This integrated approach drove measurable results, scaling creator and branded content to represent over 40% of total ad spend while improving efficiency with 15%+ reductions in CPA. At the same time, the strategy unlocked repeatable creative success across teams and improved the brand’s ability to reach and convert new audiences.
Altra
