Dis-Chem Health is a financial health care services provider that offers affordable health insurance for individuals and families. Their key products are medical insurance, gap cover and accident cover, which allow access to private health care facilities at a fraction of the cost of traditional medical aids.

An email leak at Dischem’s head office resulted in negative press and sentiment for the brand, causing the cost per lead to spike by 450% and remain here for several consecutive months. The previous campaign set up allowed for the platform to place the ads, targeting the audiences it believed would offer the best results. While this method was very successful in the past, it was proving ineffective in the current climate.

We shifted our focus to hyper-granular audiences on META, allowing us to precisely identify which segments offered the best balance of high conversion rates versus low cost per lead. With this insight, we allocated the majority of our budget to these promising audiences while testing different creative variations and value propositions in the more costly audiences, until we found their sweet spots.

This approach brought the cost per lead down to pre-email leak levels, peaking at 10% lower cost per lead, than the pre-email leak costs. This reduction not only assisted in slowly rebuilding brand confidence but also set a new standard for cost-effective lead generation moving forward.