Vella Bioscience: launching a groundbreaking women’s wellness brand from zero to scale

Vella Bio’s pre-launch scenario was challenging. Several agencies had already turned them down, hesitant due to the product’s niche (female sexual wellness) combined with its CBD ingredient. This combination made the marketing landscape difficult, with stringent platform restrictions on both adult and CBD-related content. However, with the product formulated by the very scientists behind a top male ED pill, the brand’s potential was evident. We were not just swayed by the promising science, but deeply resonated with Vella’s mission of advocating female agency in sexual wellness. With that, we took on the challenge to navigate the tricky waters of paid ads for them.

Our approach was multi-pronged. Recognizing the constraints of each advertising platform, we tailored strategies to operate within their guidelines, all while pushing Vella’s agenda. This involved deploying multiple domain landing pages, crafted with precise language to skirt ad or site bans. In tandem, we rolled out custom pixel setups, ensuring we stayed operational even if one ad account was flagged. Beyond this, a rigorous lead generation effort was complemented by efficient email sequences, converting curious subscribers into committed customers.

Despite the odds, our tailored strategies have kept Vella prominently visible online for over 2 years. This digital prominence translated into tangible success, with a whopping 90% of sales via the DTC channel. Our meticulously designed landing pages achieved a stellar 380% surge in conversion rates, and our email campaigns amassed a 115K-strong subscriber base that actively engages with 60%+ open rates. On the accolade front, our joint efforts on Vella’s website design were recognized with a Webby Award. Beyond the digital realm, our hands-on truck campaign in NYC and LA amplified brand visibility, recording a substantial 90% uptick in brand recognition.