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How We Increased Beyond Diet’s User Acquisition by More Than 60%—Two Years in a Row

By , Head of Content and Copy
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Background

 

Beyond Diet is the world’s leading comprehensive health and gluten-free weight loss community. Since 2008, Beyond Diet has helped over 700,000 men and women from more than 100 countries live healthier and happier lives. Beyond Diet hired Quality Score in 2013 and has since seen unremitted growth.

 

The Challenge

 

As 70% of American’s New Year’s Resolutions involve improved health and weight loss, Q1 is not only the busiest season for Beyond Diet but also the most competitive for user acquisition. In Q1 2014, Beyond Diet charged Quality Score with scaling a massive cross-platform campaign in order to increase new membership, decrease CPA, and ultimately improve upon Q1 2013’s ROI.

 

In Q1 2015, new user acquisition increased by 63%, CPA decreased by 16%, and ROI increased 16%.  By Q1 2016, new user acquisition increased 91.7%, CPA decreased 36.4 %, and ROI increased 29.4%.

 

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Strategy

 

Utilizing our proprietary methodology – the Q System – our experts devised a targeted, holistic, and results-driven action plan for user acquisition while managing Beyond Diet’s social media presence across Facebook, Pinterest, and Youtube, as well as Facebook and Google PPC.

 

In Q2 2014, we actively tested hundreds of creatives and messages across each channel, pinpointing a tailored story that resonated strongly with the mindset of users on each social media platform. Small testing outside of English-speaking countries and a new approach to targeting males proved successful.

 

Informed by insights gained from previous testing, we launched a 33% larger YoY user acquisition campaign on Facebook and Google throughout Q1 2015. With Beyond Diet’s social media message in unison with its PPC campaigns, we achieved record sales on all platforms.

 

In 2015, we started to refine our methodology, most significantly, by creating and incorporating cohesive, proprietary technology to support our marketing efforts. This integration had a profound impact on the performance of Beyond Diet’s campaigns and by the end Q1 2016, user acquisition jumped 91.7%.

 

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“Quality Score is part of our family, our marketing team, and they are undoubtedly integral to Beyond Diet’s success. With an ability to expertly manage every PPC channel, Quality Score is the full-service agency we were searching for. We are consistently impressed with their intimate and ever-evolving approach to growing our brand.”

– CEO Jeff Siegal Beyond Diet

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