IVB Wellness Lab – Science in every formula, precision in every data point.
- Media & Optimization to Grow
RESULTS
- +67% Increase in attributed revenue (with the same investment)
- 6,8 ROAS Reached, up from a baseline of 4.5
- +34,2 % Growth in net revenue
- +47,3 % Increase in orders and new customers
Want the same results for your business?
LET’S TALK
GENERAL OVERVIEW
A more efficient catalogue to reach further
The goal: improving measurement and attribution
IVB Wellness Lab is the commercial brand led by Isabel Viña Bas, renowned for its high-bioavailability formulations and rigorous scientific approach.
The challenge was to take its Paid Media strategy to the next level, maximizing investment efficiency, protecting brand demand and unlocking new acquisition opportunities to drive growth.
THE CHALLENGE
IVB joined WAM as an inherited account in July 2026. Although e-commerce was generating sales, attribution between channels needed improvement, investment had to be aligned with contribution margin, and new acquisition opportunities had to be activated beyond existing demand. The challenge was to diagnose and restructure the strategy in just eight weeks.
- Measurement before budget: not a single euro was moved until the data was reliable. The discrepancy between platform ROAS and the actual figure was significant: from 9.65 to 1.24 on Meta.
- Brand protection: a dedicated brand campaign was launched, and search was reorganized into brand, brand + category, and cold acquisition to measure generic campaign performance without overlap.
- Margin over ROAS: investment was scaled based on CM3 and CAC relative to customer value, rather than the multiples that look best in a platform dashboard.
- Real acquisition: a new cold-prospecting strategy was introduced, alongside broader catalogue coverage in PMax, the engine of growth.
- No budget increase: everything was achieved in eight weeks, between July and August 2026, working with the inherited account.
PROJECT SOLUTIONS
Same investment, more revenue.01
Same investment, more revenue. We compared June, the last full month managed by the previous agency, with August, our first full month using WAM’s structure. In June, we rebuilt the attribution model in Klar to establish a more reliable view of performance.
Brand protection and search restructuring02
We isolated branded demand through a dedicated campaign and reorganized search — separating brand, brand + category, and cold acquisition — to measure the true performance of generic campaigns without overlap.
Scaling through margin (CM3) and CAC03
We redirected investment towards actions with the greatest contribution to margin and profitability per euro invested, prioritizing customer value over inflated platform-reported ROAS figures.
Cold acquisition & Performance Creativity04
We opened a fully cold-prospecting acquisition channel, without relying on existing brand demand, and activated broader catalogue coverage in PMax. In parallel, we implemented a Performance Creativity model through iterative A/B testing, halving the cost per conversion in the winning creatives and optimizing visual appeal.
PROJECT SERVICES
- Media Optimization & Paid Media Strategy (Google, Meta, TikTok)
- Measurement & Data Attribution (Klar implementation, UTMs & Pixel)
- Performance Creativity & CRO Testing
