MASTER YOUR AUDIENCE INTELLIGENCE
Task
GNC, the health and nutrition leader, enlisted Turba Media to support the international rollout of its Liver Health Formula product in two key new markets: Europe and Australia. The objective was clear—drive meaningful awareness and conversion through paid digital channels while maintaining efficiency and compliance across regions.
Challenge
Despite strong brand recognition in North America, GNC faced an uphill battle in overseas markets. They needed to:
- Enter new regions with lower baseline awareness of their brand
- Navigate differing health priorities, behaviours, and regulations
- Break through crowded supplement categories
- Maximise ROAS
Turba’s task was not only to reach high-value health audiences but also to ensure cultural and contextual relevance in every market.
Approach
Turba Media implemented a marketing campaign anchored in cultural insight. Using Turba’s tech, the team identified subcultural wellness communities interested in detox, stress relief, hangover relief and liver health. Creative was localised by region to reflect audience motivations. Every step—from targeting to copy—was backed by audience intelligence and monitored through live data reporting.
Results
The campaign delivered exceptional results, with a Return on Ad Spend (ROAS) of 4.9 From a Click-Through Rate (CTR) of 4.6%, far surpassing industry norms. More importantly, GNC gained deep insight into the health motivations of new audiences, building a foundation for future campaigns. The strategy not only increased direct sales but positioned Liver Health Formula as a credible wellness solution across both European and Australian markets.
