Case Study:
Kaylo
Kaylo is a wellbeing-focused brand offering whole-health support through Circles and membership-based services. Operating in a crowded digital advertising landscape, Kaylo needed to drive conversions efficiently while protecting budgets and ensuring marketing activity reflected its values around care, connection and sustainable wellbeing rather than transactional sales alone.
What we did for Kaylo:
We planned, launched and managed paid advertising campaigns across digital channels with a strong focus on audience relevance and intent. Rather than prioritising volume, campaigns were designed to reach people most likely to engage with Kaylo’s whole-health approach, Circles and membership offering, ensuring messaging aligned with audience needs and motivations.
Campaign structure and messaging were continually tested and refined. We explored different creative angles and copy variations to balance clarity around the offer with sensitivity to wellbeing contexts, ensuring ads felt supportive and credible rather than sales-driven. Performance was monitored closely, with underperforming elements adjusted quickly and successful combinations scaled carefully.
We also managed budgets strategically, concentrating spend where campaigns demonstrated sustained efficiency. This disciplined, data-led approach led to a significant reduction in cost per acquisition, from £25 to £3.50, while maintaining lead quality and supporting long-term membership growth rather than short-term spikes.
In conclusion
Strategic ad management delivered a substantial improvement in efficiency while supporting Kaylo’s values-led approach to wellbeing marketing. By combining careful audience targeting, ongoing optimisation and sensitivity to whole-health messaging, digital advertising became a sustainable and cost-effective growth channel that supports both Circles and membership engagement.
