The Challenge

iHealth Labs is committed to helping people lead healthier lives and provides consumers with easy-to-use products to help manage their health. iHealth Labs designs and manufactures advanced, user-friendly, mobile personal healthcare products that connect to the cloud. Its’ products allow consumers to measure and track a full range of health vitals and share their data with healthcare professionals.

iHealth Labs came to Forthea during the coronavirus pandemic, looking for a digital marketing partner that specialized in paid media and advanced analytics to help get thermometers to people that need them and deliver a positive return on ad spend. Our main objective was to optimize existing digital advertising strategies, improve campaign efficiencies, and find new opportunities for growth while maintaining a cost per unit goal. Here is how Forthea harnessed increased demand during a global pandemic to achieve a 717% ROAS and help families across the country stay safe and healthy.

The Client iHealth Visit Site
Our solution.

Paid Media / PPC / Shopping / Paid Social

Given the historically high thermometer demand, Forthea developed a “running start” strategy to avoid any downtime in PPC advertising. This consisted of fine-tuning and repairing existing Google Ads campaigns, while developing a full-funnel B2B and B2C search, display, and social strategy. Our team rebuilt the entire digital advertising program in less than a week while working at home.

To capture our top and mid-funnel users and bring interest and awareness to iHealth Labs products, we implemented display and paid social initiatives, including various prospecting, lookalike, and remarketing methods. High-performing display and video campaigns targeted custom intent, in-market, and affinity audiences.

Our mid-to-bottom funnel search strategy was made up of brand and non-brand product keyword segments focused on Google search.  We used ad copy across all channels utilizing a mix of feature/benefits and social-proof messaging to gain attention and increase click engagement.

Our team quickly transitioned high-performing channels and segments from semi-automated bidding to smart bidding on Google to employ more powerful AI machine-learning. This tactic resulted in significant volume and efficiency gains.

What Makes This Solution Great
717% return on ad spend
38% decrease in cost per unit
300,000 units sold
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