A wellness brand that is brilliant at attracting customers, and quietly lets them slip away.
THE BRAND
UK premium wellness SME: science-backed supplements, collagen and mushroom tinctures
THE BRIEF
Audit its digital marketing and build a business case for a better revenue model
MY ROLE
Sole author: audit, personas, journey map and recommendations
DATA SOURCES
Semrush, Meta Ad Library, Google Trends, Trustpilot, Instagram & TikTok
01 · THE AUDIT
The brand runs 230 live Meta ads but bids on just 21 paid search keywords. So when someone types "best collagen supplement UK" (a search that doubled on Google Trends), they find a competitor instead.
Using Kietzmann's Honeycomb, the social channels score well on Identity and Presence but poorly on Sharing and Conversations: almost no user-generated content and no community.
fig. 2 — where the paid budget goes
Under the PESO model, the mix is heavy on Paid Social and Owned media, and thin on Paid Search and Shared media.
02 · THE PEOPLE
PERSONA 1 · SERVED
The Wellness Woman
PERSONA 2 · UNTAPPED
The Informed Optimiser
03 · THE JOURNEY
click a stage to see the gap ↓
bar height shows how well the brand performs at each stage, based on my journey-map assessment
WHAT THE BRAND DOES
230 Meta ads, organic social, and Davina McCall as ambassador.
HOW THE CUSTOMER FEELS
Curious and inspired.
THE GAP
Weak paid search: invisible at the moment people actively search.
WHAT THE BRAND DOES
Personalisation quiz, ingredient pages, editorial content and Trustpilot reviews.
HOW THE CUSTOMER FEELS
Interested and weighing it up, with a little uncertainty.
THE GAP
No chatbot or live chat, so a science-led product leaves questions unanswered at the decision point.
WHAT THE BRAND DOES
A two-tier pop-up offer (15% off, then 20% off three subscriptions) and a flexible subscription.
HOW THE CUSTOMER FEELS
Motivated by the discount, with a little risk concern.
THE GAP
No live support at checkout.
WHAT THE BRAND DOES
Subscription flexibility and email sequences.
HOW THE CUSTOMER FEELS
Satisfied if the product works, disengaged if the emails feel generic.
THE GAP
Generic post-purchase emails: the brand takes the customer’s data and gives little back.
WHAT THE BRAND DOES
Trustpilot replies to 100% of negative reviews.
HOW THE CUSTOMER FEELS
Willing to share, but never prompted.
THE GAP
No visible community or user-generated content programme, and the refer-a-friend scheme is hidden.
04 · THE PLAN
Three connected moves that turn a brand that attracts into one that converts, keeps and grows its customers.
Bid on high-intent category terms and quiz-aligned health-goal searches, to catch people at the moment they're ready to buy.
A network of trusted fitness and performance creators gives Joe the trigger he's missing (Fogg's Behaviour Model). No new products needed.
The quiz already captures each visitor's health goals. Use them to send three personalised emails to anyone who doesn't buy.
fig. 3 — the post-quiz email sequence, built on Cialdini's principles
24 hours
AUTHORITY
Clinical facts and figures matched to the visitor's quiz goal.
72 hours
SOCIAL PROOF
Trustpilot reviews from customers with the same health goal.
7 days
SCARCITY + LOSS AVERSION
A low-risk offer: 20% off the first subscription, cancel any time.
05 · THE THINKING BEHIND IT
The thread through all of it: the quiz is a fair exchange only if the brand gives something back. At the moment it collects people's goals and returns generic emails. Rebalance that exchange, and attention turns into loyalty.