Juniper: Turning insight into conversion
Timeline
2025
Role
Overview
Juniper is a DTC healthcare brand focused on helping people manage their weight through clinically-backed treatment and support.
The Problem
Juniper was running every Meta ad to the same generic landing page. User sees a Menopause ad? Scientific explainer ad? Food noise ad? takes them to the same price page. The message that got someone to click had nothing to do with where they landed.
Solution
I pitched and owned a full-funnel campaign, an animation explainer ad paired with a dedicated landing page, both built around one insight: food noise. End-to-end: from concept, script, animation to LP design, copy, imagery, build.
We found our insight through chatting to Juniper members via user interviews, and also reading top comments within the Facebook community. People with food noise don't have language for it yet, it's usually something they've experienced but can't put there finger on it.
The page needed to do a simple job, you click a food noise ad, land on a food noise page and learn about it, with Juniper coming through as the solution. The copy mirrored the ad with a clear path to start the quiz.
The Outcome
I created a new Stop Motion animation style to combat ad fatigue and feed Meta's Andromeda algorithm with fresh creative signals. Early results are strong — 88% hook rate and a £54.46 CPA, which is 4x more efficient than our current CAC of £232.86.
We ran an in-platform A/B test within Meta. The setup was straightforward:
Control: the generic landing page used across all ads
Variant: the food noise-focused landing page
We selected 10 ads with primarily food noise messaging and split traffic 50/50: half sent to the standard LP, half to the food noise LP.
The results, +34% LP → Quiz Start
This test proved matching pages to messages unlocks new audiences without hurting efficiency. One test. One proof of concept. A playbook for every top-spending ad group. Super personalised flow for all our audience buckets moving forward.