OZiva sells skin, protein, hair and women's health out of the same brand. We stopped running it as one funnel and built a bottom-up creative engine for each category, starting with the shoppers already closest to buying.
OZiva was founded by Aarti Gill and Mihir Gadani and sells plant based nutrition across health, skin, hair and general wellness. It is now a wholly owned subsidiary of Hindustan Unilever.
The portfolio in this engagement spans four very different purchases. Glutathione Builder and Bioactive Gluta Fizzy in skin. Bioactive Plant Protein and Protein and Herbs in protein. Advanced Hair Growth Actives in hair. HerBalance in women's health.
The brand is digital first and sells through its own site and the marketplaces at the same time, which matters more than it sounds. The shopper who sees a Meta ad very often finishes the purchase somewhere else, and checks the reviews before they do.
A woman buying PCOS support and a man buying a protein sachet have almost nothing in common except the logo on the pack. They were being sold to the same way.
Spend moved to whichever category was performing that week, so the weaker ones never got enough to produce a readable test.
Capsules and effervescent tablets were competing in the same auction instead of being pointed at different buyers.
Marketplace rankings, star ratings and published trial figures all existed. Very little of it reached the creative.
Every frame needed its qualifiers, and bolting them on at the end kept costing rounds of rework.
Not one funnel with four products in it. Four funnels, each with its own buyer, its own objection and its own proof, every one of them built from the purchase backwards.
Skin, protein, hair and women's health were separated at the account level and given their own audiences, their own creative and their own read. A win in protein no longer had to be paid for out of the skin budget.
Each category opened against retargeting and high-intent audiences on Meta. Small audiences, quick reads, and no spend on people still deciding whether they care about glutathione.
This shopper cross-shops. So the marketplace rankings, the star ratings and the published trial figures went onto the frame itself rather than being left on a product page for the buyer to find later.
Milligrams of each blend. Grams of protein per scoop. Percentage of women in the trial. The informed buyer reads a number faster than an adjective, and a number is far easier to keep compliant.
Capsules and effervescent tablets do the same job. The creative stopped arguing which is better and started making the format obvious, so the buyer self-selects instead of stalling.
Every creative ran as a static on Meta. Cards are grouped by category, and each one names the pack it was built for, because several categories run more than one.
Two packs doing the same job in different formats, so the creative had to make the choice between them obvious rather than leave the buyer to work it out.
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Opens the loop and answers it with the dose rather than a promise. The pack sits inside an oversized capsule so the format reads before a word does, and the marketplace flag carries the proof.
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The retargeting half of the pair. Same two blend figures, but a face this time, because the buyer coming back for a second look wants to see what the product is talking about.
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Written for the shopper already holding a competitor. Four reasons on one frame, each short enough to read on a scroll, with the radiance and antioxidant figures doing the arguing.
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The everyday reason to buy, tied to a moment the buyer already recognises. Lycopene and astaxanthin quantified beside the tube, and the tablet shown dissolving so the 30 seconds is visible.
Three packs, three different buyers. Rather than one protein message we split it by what each buyer is actually shopping for.
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The straightest conversion frame in the set. Grams per scoop in the headline, the offer against MRP on the badge, and a rating strip on top so the price reads as value rather than as cheap.
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Sells the sachet format rather than the powder. The variety pack answers two objections at once, portability and flavour commitment, which is what stops the trial buyer from adding to cart.
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A seasonal flavour used as the hook and clean protein for women as the argument underneath it. Familiar taste first, then the grams, then the offer.
The most considered purchases in the portfolio. These buyers arrive already informed, so the creative leads with trial evidence before it asks for the sale.
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Three outcome figures placed around the pack, each one an answer to something this buyer has already searched for. The rating strip and the full claim footer sit on frame, because credibility is the entire sell here.
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The conversion frame for the same buyer. One outcome figure instead of three, the saving on a badge where the eye lands after the headline, and the three named herbs left on the pack to do the substantiating.
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Narrowed to an age rather than written for everyone. The named active and the zinc figure give the mechanism, and the sixteen week trial number gives the reason to believe it.
Once each category carried its own audiences and its own creative, the weaker ones stopped being starved by whichever product happened to be working that week.
| Click-through rate | 0.86% to 2.31% on the bottom of funnel set |
|---|---|
| Return on ad spend | 2.1X to 3.8X on high-intent audiences |
| Cost per acquisition | Down 44% across skin, protein, hair and women's health |
| Add to cart rate | Up 71% from the same traffic |
| Revenue from Meta | 3.1X over the quarter |
| Category coverage | Four categories running as independent funnels rather than one shared budget |
Net effect: every category now earns its own budget, and the frames that convert at the bottom become the hooks used higher up.
The value of splitting the funnel is that it keeps working when the shelf gets wider. A new pack does not join a queue behind the current best seller. It gets its own buyer, its own objection, its own proof and its own small budget at the bottom of the funnel, and it either earns its way up or it does not.
Claims are settled before the brief is written rather than after a frame is rejected, which is what makes a portfolio this wide possible to run at pace.
Nothing goes into prospecting until it has already proven, against people who were ready to buy, that it can sell.
Tell us what is on your shelf. We will show you which category is paying for the others.
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