Health Nag
The Dubai-based wellness brand known for its science-backed approach to functional medicine chose Snapchat to expand its reach across GCC markets. Harnessing the power of popular personalities in the region, diverse ad formats, and tCPA bidding, the brand achieved a boost in conversions at a lower cost.
- Natasha Rudatsenko, Founder & CEO, Health Nag
Known for its tasty collagen jellies, Health Nag is a premium nutraceutical brand founded by biochemist Natasha Rudatsenko. Rooted in its founder’s “I nag because I care” philosophy, the brand promotes accessible, effective wellness without judgment.
As such, the brand’s digital marketing aims to build trust and educate consumers with authentic content, showcasing product benefits through influencer collaborations and a comprehensive web strategy. Health Nag chose Snap Ads to expand touch points with wellness-focused, engaged shoppers in the UAE while also testing expansion into neighboring GCC markets.
To lay the foundation for long-term success, the Health Nag team deployed an initial Snap Ads campaign to serve as a baseline, focused on performance-driven messaging with limited creative variation. While the initial returns on ad spend were promising, cost efficiency and conversion rates left room for improvement. Reflecting the intentional choices of its wellness-minded audience, the brand launched a second campaign geared for better conversion capture while maintaining ROAS efficiency.
To start, they chose Snapchat’s AI- and ML-powered target cost per acquisition bidding strategy and a 7-day click / 0-day view attribution window. They also diversified their creative approach by introducing new formats like Story and Collection Ads to deliver authentic UGC-style videos starring regional Arab personalities and health influencers.
The Health Nag team ran both campaigns concurrently to allow for direct comparison. With a focused strategy and mindful execution, the team achieved standout results:
173% increase in return on ad spend 1
31% increase in conversion rate at a 67% lower cost per acquisition 1
56% lower CPC 1
56% lower CPM 1
Health Nag delivered compelling ads to health-minded shoppers across the Middle East using Snapchat’s upgraded tCPA bidding, local influencer content, and diverse ad formats. The team’s mindfully crafted strategy drove higher ROAS at lower costs, showing how advertising on Snapchat can help wellness brands scale smarter.
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