Dis-Chem Health is a medical insurance company in South Africa, providing individuals with access to a wide network of private healthcare professionals and private hospitals including gap cover and accident cover, ensuring that everyday medical needs are met. Dis-Chem Health has collaborated with other companies to develop primary health insurance products that aim to make private healthcare more affordable and accessible. As part of their services, Dis-Chem Health policyholders also qualify for the extraRewards program, which offers an instant 20% discount on thousands of everyday essentials at Dis-Chem stores and online. This approach reflects their commitment to expanding access to quality healthcare services and more.

In 2022 an email data breach exposed the personal information of over 3 million customers which led to heightened scrutiny and negative publicity. As a result, the cost of acquiring new leads increased by 450% and lasted for several months. The previous advertising strategy, which had been effective in the past, struggled to adapt to the new landscape. The campaign’s automated ad placement, based on historical audience targeting, no longer provided the desired results. As a result, the brand turned to Vetro Media to help counteract the negative sentiment and restore brand confidence.

To optimize our advertising strategy on META, we adopted a more precise approach by targeting hyper-specific audience segments. This allowed us to pinpoint which groups offered the best combination of high conversion rates and low costs per lead. By allocating most of our budget to these high-performing audiences, we were able to maximize our return on investment. We also experimented with different ad creatives and value propositions in the more expensive audience segments, refining our approach until we identified the optimal strategies for each. This targeted approach enabled us to achieve better results while effectively managing costs.

By refining our advertising strategy, we successfully reduced the cost per lead to levels even lower than before the email leak incident. At its peak, the cost per lead was 10% below the pre-leak benchmark. This achievement not only helped gradually restore brand confidence but also established a new benchmark for efficient lead generation.