Fella Health - Creative Partnership

 
  • Our partner, Fella Health is a Telehealth Clinic that provides medication-assisted weight loss programmes designed for men. Their purpose is to help busy professional guys finally achieve sustainable weight loss tailored for their demanding lifestyles. They enable men to improve their health and live life to the fullest.

    The core "hero" offering is the GLP-1 weight loss medications like Semaglutide. The medications should be the primary focus of any creative.

    We first started working with Fella Health in January 2023, with the goal of driving as many conversions as possible via paid social ads over a three month period. Our work with them paused in April 2023 while they undertook some internal restructuring, before resuming work with them in December 2023.


    The successful partnership was founded on the strong understanding of their desire to scale the account, reduce cost per lead (they aim for ideally a <$300 CPA at scale) and engage with new customers. This led to a mutual agreement that a systematic and consistent creative testing approach would be key. 


    One of the big challenges was the lack of raw assets, due to the lack of a physical, Fella Health-branded “product”.

    Initially, we provided Fella Health with a small creative package of five Meta ads per month (provided in square and vertical formats). The success, massive revenue growth, and strong relationship between Fella and Webtopia led to an increased creative output, first to 10 per month, before expanding to 40 per month.

    We provided creative ideation, design services, and copywriting for Fella Wealth.

  • Our work with Fella Health has always been strictly data-driven. Each month we meet with the Fella team to discuss the performance of the previous month’s creative package, identify the winners and then employ an iterative approach to guide our work.

    The kick-off call acts as a starting point for the creative process. During the call, we agree on the direction of the creative and we focus on ideating new concepts. 

    Once the new concepts are agreed upon and design is underway, we then begin to ideate the iterations - which is entirely taken care of by the Creative Lead and Designer. The proven results from our ads on their end and the trust we built month after month has enabled the creative team to autonomously come up with the iterations and Fella trusts our expertise.

    We keep our iterations pure iterations, meaning we strategically change few elements in the ad creative (e.g. colour of the background, text overlays, graphic elements) preserving around 80% of the original creative. 

    This iterative approach has brought incredible benefits to the strategy/process implemented: 

    • It allows the Fella team to conduct effective A/B testing

    • It allows our creative team to be efficient with their resources - 70% of the process is dedicated to the brand new concept ideation (forward thinking). 

    • It allows the creative team to deliver 4x-8x the creative output within the same timelines (8x if we think of the 5 original creative a month scope, 4x if we think of the 10 creative a month scope). We keep our creative process around 3 weeks. 

    Fella Health had a limited asset library consisting largely of stock photography and a small number of customer-supplied UGC. Since there is no physical Fella Health “product”, we have had to be creative in our ideation and execution.

    In order to maximise our creative potential, we agreed to explore using the generative AI software ‘Midjourney’ to produce much more conceptual, hyperreal images that would really grab viewers’ attention. More recently, we have begun experimenting with 3D motion animation using ‘Blender’.

    Fella Health is also an excellent client when it comes to testing more leftfield/groundbreaking ad creative, as they are not too protective of their visual and messaging positioning. Rather, they are open to experiment, collect data, and make informed decisions based on those metrics. 

    This approach has given us the freedom to explore more creative options and push boundaries, improving our ability to develop solutions across various angles, messaging styles, and creative formats. For instance, our output has ranged from sensitive, educational UGC-based ads to direct, humour-driven meme ads, and even surreal, fantastical AI-generated static ads.

    Previous conversion data insights shaped our approach by highlighting which creative elements resonated most with Fella Health's target audience, allowing us to refine our strategies for future ads. 

    The nature of our angles and messaging has evolved rapidly due to explosive growth of GLP-1 medications and consumer understanding of this industry. Initially we had to educate the audience about these medications but now our recent work is much more succinct, direct and conversion-driven.

  • From frequent calls with our partner, we know that revenue growth has been enormous since they came back this year. The results of our creative work were so strong that Fella Health requested to increase the size of our output from 5 creatives per month to 40 creatives per month.

Ready to stop spending on outdated
tactics and vanilla creative?

Book a free strategy call now. We’re very nice!

Previous
Previous

Helm & Oar Google Ads

Next
Next

Clover