How Primal implemented a full-funnel marketing strategy was to aim at engaging users at different stages of the buying process. The campaign was structured with objectives for content views, adding items to the cart, and driving purchases. The content view element was designed to target prospecting audiences, lookalikes, and broad segments to maximise reach. Noticing the initial success of the add-to-cart campaigns, we planned a restructure to concentrate more on these conversions. We decided to launch two distinct add-to-cart campaigns: one targeting new prospecting audiences and another tailored to custom audiences from Facebook and Instagram. Additionally, a purchase campaign would retarget users who had interacted with the product catalogue. To address the limitation of ad creatives, we introduced dynamic ads, offering greater flexibility and relevance in ad presentations.
Be Healthy Forever
