Creating a successful digital marketing campaign for wellness products requires more than just well-designed ads—it involves understanding the target audience and crafting messages that resonate on a personal level.
This is exactly what Sunrise Digital Marketing accomplished with the “Calm & Balance” campaign for Mestakula. By focusing on a data-driven strategy and leveraging precise audience targeting, Sunrise was able to significantly boost product sales and enhance Mestakula’s brand presence.
The campaign not only helped Mestakula reach its sales goals but also led to a 47% increase in Instagram followers. In this blog, we’ll explore how Sunrise executed a performance-driven campaign that converted over 90 purchasers within the first month and successfully engaged a younger audience, including Millennials and Gen Z.
When Wellness Meets Innovation: Bringing “Calm & Balance” to Life
The “Calm & Balance” digital campaign aimed to promote Mestakula’s unique wellness program designed to help individuals manage stress and find inner peace through practical strategies.
With a focus on the Indonesian market, particularly in major cities like Jakarta, Bandung, Surabaya, and other key areas, the campaign targeted a diverse demographic that included both Gen-Z and Millennials seeking wellness solutions and stress management techniques.
Key campaign details include:
Objective: Drive product sales for the “Calm & Balance” digital program and build a strong brand presence on social media.
Target Audience: Gen-Z, Millennials, and busy professionals looking for solutions to manage stress and regain balance.
Channels Used: Meta Ads (Instagram and Facebook) with optimized placements on Instagram Feed, Stories, and Facebook Reels.
Campaign Duration: Ran for one month, focusing on phased strategies to optimize targeting and content.
Phase 1: Testing Audience Segments to Identify High-Intent Buyers
The campaign began with a broad targeting approach, utilizing a variety of ad creatives to gauge which messages generated the highest engagement. Sunrise’s strategy involved testing multiple audience segments to identify those most likely to purchase the product.
By closely monitoring user interactions and using advanced analytics, the team analyzed each audience segment based on:
Demographics: Age, gender, and interests related to health, wellness, and mental well-being.
Behavioral Patterns: How different segments responded to various types of content, such as testimonials, product benefits, and lifestyle-focused visuals.
Placement Performance: Which placements (e.g., Instagram Feed, Instagram Stories, Facebook Reels) generated the most engagement and led to higher purchase intent.
Outcome: The insights gained from Phase 1 allowed Sunrise to refine the audience targeting, focusing on high-intent buyers who showed a strong interest in stress management solutions and were actively engaging with the campaign content. This step was crucial in identifying the segments that were most receptive to the product’s value proposition.
Phase 2: Optimizing Creatives & Messaging for Maximum Engagement
After identifying the top-performing segments, Sunrise moved into Phase 2, which involved optimizing the creatives and messages based on the data collected during the testing phase. The goal was to tailor the ads more specifically to the refined audience, making the content feel more relevant and personalized.
Key Strategies Implemented:
Customized Messaging to Address Pain Points & Solutions: Using insights from Phase 1, the team crafted ad copies that directly addressed the pain points of the targeted audience, such as chronic stress from work or a lack of life balance. Each message was then positioned to showcase how the “Calm & Balance” program could provide a structured, step-by-step solution to help manage these issues.
Visual Adjustments Based on Data Insights: The visuals were optimized to include calming color palettes, wellness-focused imagery, and lifestyle shots that resonated with the audience’s desire for inner peace and balance. Additionally, different versions of copy and headlines were tested to see which messaging framework worked best. For example, some visuals focused on the immediate relief that users would feel, while others highlighted long-term benefits like increased emotional stability and improved well-being.
Ad Creative Optimization Based on Real-Time Data : Sunrise took charge of the entire creative process for the “Calm & Balance” campaign, from designing visuals to crafting compelling headlines and CTAs. Each ad creative was strategically developed based on performance data gathered during the testing phase. By analyzing metrics such as engagement rates and conversion patterns, Sunrise was able to refine the visuals and messaging to better resonate with the target audience. This data-driven approach ensured that every new ad iteration was optimized to increase engagement, capture attention, and ultimately drive more sales.
Phase 3: Scaling Up & Driving Conversions
With a clearly defined audience and optimized creatives, Sunrise moved into Phase 3: scaling up the campaign to drive conversions.
The strategy involved reallocating budgets to the highest-performing segments and expanding the reach to similar high-intent audiences. Here’s how we executed it:
Budget Reallocation to Best-Performing Segments: Based on the results from Phases 1 and 2, Sunrise identified the highest-converting audiences and increased the budget for these segments to maximize reach and ROI.
Leveraging Lookalike Audiences: By using data from existing purchasers, Sunrise expanded the campaign to target lookalike audiences who shared similar traits and behaviors, further boosting the reach to a broader group of potential buyers with a high likelihood of converting.
Results: Transforming Engagement into Real Business Impact
The “Calm & Balance” campaign had a significant impact on Mestakula’s business, showcasing the power of strategic digital marketing. Here’s what Sunrise Digital Marketing achieved:
Increased Product Purchasers: Within the first month, the campaign successfully drove more than 90 purchasers for the “Calm & Balance” digital program, exceeding initial expectations and proving the effectiveness of Sunrise’s data-driven strategy.
Enhanced Brand Presence: Mestakula’s digital presence was significantly strengthened, with Instagram followers growing by 47% in just one month. This boost in followers not only increased brand awareness but also created a larger, more engaged community around Mestakula’s wellness offerings.
High Engagement Across Platforms: With optimized placements and targeted messaging, the campaign generated strong engagement on both Facebook and Instagram, leading to higher click-through rates and increased interactions with the brand’s content.
Why This Campaign Stands Out
The success of the “Calm & Balance” campaign is a testament to the power of data-driven marketing and continuous optimization. Here’s what made this campaign unique:
Strategic Audience Testing by beginning with broad targeting and narrowing down to the most responsive segments, Sunrise was able to effectively identify and engage high-intent buyers, maximizing the impact of the campaign.
Data-Driven Creative Optimization the collaborative approach with the client’s creative team ensured that every iteration of the ads was backed by data insights, allowing for continuous refinement and higher engagement.
Scalable Results once the winning audience and creatives were identified, Sunrise scaled the campaign to reach similar high-intent segments, driving not only short-term sales but also long-term brand growth.
How Sunrise Digital Marketing Agency Can Help Your Business Achieve Similar Success
At Sunrise Digital Marketing, we specialize in creating performance-driven campaigns that deliver real results. Our team leverages advanced targeting techniques, strategic creative planning, and continuous optimization to ensure every campaign is tailored to your business objectives.
Ready to elevate your next campaign? Contact Sunrise Digital Marketing today for a consultation and discover how we can help you drive engagement, increase sales, and build a stronger digital presence. With our data-driven strategies and creative solutions, we’ll help you achieve calm, balance, and success—one campaign at a time!
TL;DR:
The "Calm & Balance" campaign by Sunrise Digital Marketing for Mestakula successfully boosted product sales and increased Instagram followers by 47% within the first month. The campaign targeted Gen-Z, Millennials, and busy professionals in major Indonesian cities, focusing on wellness and stress management solutions. It was executed in three phases: testing broad audience segments, optimizing creatives and messaging, and scaling to high-performing segments. As a result, over 90 purchasers were converted, and the campaign demonstrated the effectiveness of a data-driven approach, precise targeting, and creative collaboration.
Key Strategies Utilized by Sunrise:
Understanding the Target Audience's Mental Health Focus: Knowing that Gen Z and Millennials prioritize mental health and seek structured solutions for managing stress and anxiety, Sunrise tailored the campaign’s messaging to directly address these concerns. The ad content highlighted how the “Calm & Balance” program could serve as a step-by-step guide to achieving mental well-being, using messages that resonated with the audience's desire for stress relief and emotional stability(McKinsey & Company)(Deloitte United States).
Using Digital Tools and Personalization: Given these generations' preference for digital wellness tools and personalized experiences(McKinsey & Company), Sunrise incorporated interactive ad formats optimized for Meta’s platforms (Instagram Stories, Reels, and Facebook Feed) to maximize engagement. They tested various creative elements to identify which messaging frameworks were the most impactful, refining their ads based on real-time feedback and engagement data.
Emphasizing Clinical Efficacy in Messaging: As consumer preferences shift toward clinically backed wellness products(McKinsey & Company), Sunrise positioned the program as a science-based solution rather than just a natural stress relief method. This strategy aligned with the target audience's increasing demand for efficacy and measurable outcomes, setting the campaign apart from other holistic wellness offerings.
Incorporating Sustainability and Value-Based Messaging: With both generations being highly eco-conscious(hey faith lifestyle), Sunrise ensured that the campaign’s visuals and messages also subtly reinforced Mestakula’s commitment to sustainability. They used calming color palettes and wellness-focused imagery that represented harmony and balance, which appealed to the eco-conscious values of their target audience.
Leveraging Social Media and Influencer Engagement: Recognizing the role of social media in shaping wellness trends(hey faith lifestyle), Sunrise collaborated with wellness influencers and engaged the community through interactive content. This strategy not only boosted visibility but also strengthened Mestakula’s credibility as a trusted wellness brand among Gen Z and Millennials, who often turn to influencers for advice on wellness products and routines.
Building on Work-Related Stress Management Solutions: Since a significant portion of their target audience struggles with workplace stress and burnout(Deloitte United States), Sunrise tailored their ad copies to reflect the needs of young professionals looking for ways to manage stress.
This was done by positioning “Calm & Balance” as a tool that could be integrated seamlessly into a busy lifestyle, addressing the pain points of overwork and lack of work-life balance.
By aligning the campaign's strategy with the behavioral trends and psychographics of Gen Z and Millennials, Sunrise was able to create a high-impact campaign that drove engagement, conversions, and long-term brand loyalty for Mestakula.