Nemanex.
Health Anxiety · Antiparasitic
An antiparasitic supplement in France through a CPA network. The interesting result was the audience pivot mid-flight: narrowing from 35+ to 55+ on the second week lifted both approval rate and EPC to category highs.
Geo
France
Source
Meta · FB
Period
2 months · Sep–Oct 2023
Tier
Pharmaceutical · Antiparasitic
The Setup
What we were working with.
The Problem
Antiparasitic creative is policy-adjacent on FB. Wrong audience age = wrong intent = both wasted spend and review risk.
The Audience
Started at males 35+ in France. Pivoted to males 55+ after Week 2 — older audience showed sharply higher confirmation rate through the call center.
Our Solution
Editorial creative pairing in-context imagery with health-anxiety framing (skin-growth/papilloma cues). News-portal pre-lander template adapted from native-ad campaigns.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Audience pivot saved the campaign
Default 35+ audience yielded ~16% approval. Narrowing to 55+ in Week 2 lifted approval to 25% and EPC to the cohort high — same creative, very different downstream economics.
Editorial in-context imagery beat product shots
Pairing health-anxiety visuals (in-context, never gratuitous) with editorial framing kept policy safe while triggering the right consideration response.
Call-center feedback drives optimization
Daily approval-rate data from the call center fed back into the ad-set splits within 24 hours. Without that loop, we’d have optimized to the wrong metric (cheap leads, low buy-through).
Older audience = lower CAC, higher LTV
Counterintuitive but consistent across nutra: older audiences pay more upfront per click but convert at a much higher rate and rebuy at higher frequencies.
