Cutting BOL's CPA by 25%
(01) Project Overview
Where they were stuck
BOL Foods came to Hello Earth with a clear ambition: drive sales through creative that genuinely moved the needle. They needed work that stood out in a crowded health-food category, spoke directly to their audience, and held cost per acquisition under £20.
The ad account had potential, but it wasn't being unlocked. There was no clear creative direction to widen audience segmentation, no structured way to test new concepts at pace, and no shared understanding of which messaging angles would actually scale. BOL needed a partner who could test bold new ideas, find the messaging that worked, and build a creative engine that kept finding the next winner.
(02) What we did
Creative strategy: story over-selling
- Rather than leading with product features, we built a creative framework rooted in narrative, designed to widen audience segmentation by speaking to who people are, not just what they buy. Three storytelling territories anchored the work:
- Transformation stories: short, relatable arcs that show the before and after. “I swapped my rushed breakfast for BOL Power Shakes for 14 days and felt sharper at work, stronger in the gym, and calmer on my commute.”
- Lifestyle integration: BOL placed inside the real moments of busy lives: desk fuel, gym bag essential, school-run saviour, on-the-go breakfast.
- Values & identity: Connecting the brand to nutritionally complete, mindful choices, and clean meals.
- We paired this with problem–solution tactics anchored in human truths, fatigue, stress, lack of time, boring routines, and layered in seasonal hooks: January resets, summer training, back-to-school mornings. “Before BOL, my lunch was crisps and coffee. Now I get a full meal in under a minute.”
- To carve out clear space in a noisy category, we leaned into education and competitive distinction. A “Why BOL?” narrative framed the brand as the natural alternative to lab-first competitors and traditional diet shakes, supported by expert validation from nutritionists, dietitians, and awards. Myth-busting content reframed the conversation: shakes aren't powders, nutritional, clean foods beat supplements.
(03) Paid media: a 4-phase rollout
Creative strategy: story over-selling
- Phase 1:Quick wins. Reviewed pixel and tracking setup, built spark ads for brand awareness with proper approvals, audited and optimised existing campaigns, and began phasing into the new strategy.
- Phase 2: New strategy. Launched link click campaigns for UROS traffic objective, introduced Smart+ and Search with a conversion objective, continued partnership ads for social proof, and folded UGC into BAU campaigns.
- Phase 3: Review and adapt. Monthly testing of new UGC and trending formats, ongoing campaign optimisation informed by creative insights, and performance reviews that fed directly into the next round of content.
- Phase 4: Measurement. Introduced a brand lift study to measure the impact of ads on brand awareness, with continuous strategy development on top.
(04) What changed
- The shift was both immediate and compounding. As situation-based, led creative replaced generic product-led content, the account started revealing what was actually winning, and we doubled down. Natural Ingredients and Great Taste emerged as the strongest performing messaging angles, with proof in the numbers.
- The testing engine kept running: Convenience, Convenience Without Compromise, and Nutritionally Complete Meal are all being validated as the next wave of angles. New formats are rolling out monthly across both static and video, keeping the account fresh and the audience engaged.
The result
Proven winning angles in the market. An expanding test pipeline. Strong creative diversity.
150%
Increase in ROAS
25%
Decrease in CAC