Before this campaign, our client, a health & wellness brand, was driving steady traffic, but too much of it stalled in the consideration phase. Shoppers were landing on product pages, skimming, and leaving without taking the next step. The issue wasn’t awareness or pricing; it was confidence. Customers needed clearer education, proof, and guidance before committing. We stepped in to restructure how creators supported the mid-funnel, pairing expert-led content with measurable affiliate tracking to improve session quality and accelerate the path to conversion.
Our approach designed to increase confidence (and time-on-page) before the purchase decision:
Channels: IG Guides + Newsletter + Blogs
Creator mix: 10 experts
Window: 30d baseline → 30d campaign
Offer: Free sample with first order: 2.1x
Time on product page vs baseline: +18%
Add-to-cart rate from campaign traffic: +15%
AOV delta (email + affiliate cohort)
| Objective | Increase mid-funnel engagement and move high-consideration buyers to checkout with fewer sessions. |
|---|---|
| Creator mix | 10 credible voices (coaches, practitioners, educators) with “teach-first” content formats. |
| Content system | Weekly guidance series: problem framing → routine → product walkthrough → soft CTA. |
| Offer | First order bonus: free sample add-on (value-add over discount to protect margin). |
Baseline → intervention → lift
| Tracking approach | Unique links + UTMs + code mapping; monitored engagement (time-on-page), ATC, checkout conversion. |
|---|---|
| Incrementality notes | Compared engaged-session cohort vs baseline; checked assisted paths where paid search closed. |
| Attribution note | Expert content often initiated the journey; paid search and direct captured final clicks. |
More confidence = fewer abandoned carts. (Therapy is great, but so is better funnel hygiene.)
| What we learned | Education-led creators increased trust and time-on-page, which correlated strongly with add-to-cart. |
|---|---|
| What we learned | Value-add offers (samples/bundles) maintained conversion without heavy discounting. |
| Next iteration | Add “expert FAQ” modules on PDPs and retarget viewers with the same educational angles. |
- Double down on creators with the highest “engaged session” share, not just click volume.
- Test two landing paths: PDP-first vs routine-quiz-first to reduce decision friction.
