High Impact wanted to get on the train quickly and shift from natural medical supplies to solely sanitizers to help dire communities globally. They wanted an A grade product for everyone, not just those who were sick. Their goal was to have a one for all medical grade sanitizer available to everyone equally. They came to FiveMB to shift the model from wholesale and retail to a direct to consumer business model with an objective to scale.

FiveMB’s paid social experts developed an innovative split-funnel approach. Using Facebook’s various targeting options, FiveMB targeted a vast array of top-funnel audiences, placing conservative manual bids within each audience — a unique strategy that put more emphasis on keeping CPAs constant than reaching a broader audience. FiveMB retargeted three mid-funnel audiences with new messaging based on the time elapsed since their visit to the site. The first group was served dynamic product ads, the second was retargeting with the brand’s value props and strong community of community equality, and the last group was sent third-party validation messaging with press write-ups and buyer reviews. Bottom-funnel audiences were shown cross-sell and up sell ads, encouraging purchases of various size sanitizer bottles.