CS Panakea - PIKA. Digital

Case study

Our biggest mistake

When advertising isn’t enough

How to sell a product if you don’t know your audience?

Knowing your audience makes ad much more effective.

For example, if you’re selling to cyclists, you know to highlight hydration, warm weather, outdoors, etc.

But what if your product is for everyone?

This was the dilemma Panakea approached us with. They’re a company that has been helping people with dietary supplements since 2004.

PIKA. advertised 2 products:

Neuronal®

Lyprinol®

Both products are quite general.
Who is the target audience?

You probably immediately thought of the elderly – so did we.

But they might not be the best demographic:

Lower purchasing power
Less likely (or able) to buy online
More resistant to change

So, we broke the advertising down into segments:

Older men

Older women

People that spend time at the computer

People that sit a lot

People with back problems

People with mobility issues

Individuals who feel tingling

Younger people who care about their well-being

Younger people using phones

OUR PLAN

What was our plan?

1. MONTH:
10 test ads

From previous period

2. MONTH:
5 best ads + 10 new

From 1. and 2. month

3. MONTH:
5 best ads + 10 new

From 1.,2. and 3. month

4. MONTH:
5 best ads + 10 new

Each period, we tested the best ads from previous periods:

Some ads stayed identical (our “control”)
Some ads had a different creative
Some ads had a different copy

OUR GOAL

Increase Panakea website traffic.

And, did we succeed?

*February, march and april had the same advertising budget.

YES.

Interactions also strongly increased.

But there’s another side to the story.

Despite improvements, sales did not significantly increase.
Why?
Our goal was incredibly broad. We had to figure out:

Who our target demo is?
What do they like?

This is a lengthy process that can take months.

Our greatest mistake was

neglecting other factors during this time.

We increased site visits, but other factors influence purchases too:

Website experience
Product price
Company guarantees and proof
Customer testimonials
…

In later stages, we addressed these issues. We improved the landing pages and worked closely with Panakea to craft more compelling offers – but we could have done it sooner.

Typically, we test one thing at a time because:

Lower costs for our partners and us
Higher quality data and results

If we changed 2 things at the same time (e.g.,website and ads) and notice increased sales, it’s hard to determine which had the most impact.

Our approach is different now

– we conduct tests in parallel.

Yes, this means that data quality is worse.

But it improves sales – and that’s our main goal.

That’s why we offer

PIKA. flexibility

This means you’re not locked into our packages; you may freely exchange them on a monthly basis to choose services that best fit your needs at that time.

For example, if we find your website isn’t selling well, we can fix it in the 1st month and start advertising in the 2nd month – e.g., if maintenance isn’t included in the package, we can exchange a few ads for guidelines to improve it.

Digital advertising is a mixture of art, psychology, analytics and soft science, often without correct answers.

We believe it is crucial to be as transparent as possible and learn from each other – only then can we succeed together.

From previous period

From 1. and 2. month

From 1.,2. and 3. month

Looking for a digital partner who learns from their mistakes?

+386 51 360 848