Benecol
Benecol is known worldwide for its cholesterol-lowering products, which contain plant stanols as the cholesterol-lowering ingredient.
They sought boostU's expertise to take their online visibility to the next level. Want to know how we approached this? Read our case.
A smart mix of campaign types on Google Ads
At Benecol we aimed for a balance between increasing brand awareness and driving conversions, with specific attention to newsletter sign-ups and contact requests. After extensive testing, a combination of Search, Performance Max and Demand Gen campaigns proved most effective.
The Search and Performance Max campaigns focused on maximising conversions. Because not every conversion has the same value, we optimise based on conversion values so the campaigns always perform optimally.
Demand Gen campaigns focused on increasing brand awareness in the awareness phase of the marketing funnel. Through close collaboration with the paid social team, we also deployed the best-performing visuals from other channels here.
An effective awareness and engagement strategy
Benecol wanted to increase their online visibility with the right target audience. We therefore launched a targeted awareness campaign on Meta to reach health-conscious people and those unaware of the risks of high cholesterol. In three months, the campaign reached over 600,000 people.
In addition, we set up Meta campaigns and Google Ads and worked on increasing visibility on social media, where growth had stalled. With a Follower campaign on Facebook and Instagram, the number of followers increased by more than 12 percent in the same period.
On the community building front, with a focus on newsletters, we also achieved results. A targeted lead campaign resulted in 5 percent more sign-ups.
Targeted content for the right audience
Benecol not only wanted to increase their online visibility, but also generate more engagement on social media. We organised various photo and video shoots to capture the essence of their brand.
With the focus on an older target audience, we developed a thoughtful content strategy. After publishing the renewed content on both Instagram and Facebook, we saw an increase in followers and engagement especially on Facebook, as that is the most used platform within the target audience.
Results
people reached within the right target audience
increase in number of followers
increase in conversion rate
decrease in cost per lead
