From rising ad costs
to a channel that scales.
Klora is a wellness supplement brand fighting for space against established names. We replaced its costly UGC ad strategy with advertorial Performance PR — and turned acquisition into something that gets cheaper as it grows.
As a new brand looking to solidify itself in the wellness space, Klora struggled to hold high click-through rates at an affordable cost per click. Its first strategy leaned on user-generated content — but a high cost per mille pushed advertising costs past what the business could sustain.
Klora needed a more cost-effective acquisition model — one that could scale as the brand earned attention, instead of getting more expensive the harder it was pushed.
Performance PR, not paid interruption.
After limited success with traditional direct-to-consumer methods, we shifted Klora to a Performance PR model — advertorial-style landing pages that engage the audience with story first, product second.
Advertorials over UGC ads
We replaced high-CPM, fatigue-prone UGC ads with advertorial landing pages built to inform rather than interrupt — a format the wellness audience actually reads.
Content built with creators
We worked with Klora to identify UGC creators, then produced content matched to the tone of advertorials hosted on our media-publisher network — not on Klora's own site.
Tested into what worked
Rigorous testing surfaced creative formats that dramatically outperformed the original strategy — cutting ad fatigue and cost while lifting click-through.
We began testing blog-style articles on one of our publisher sites, The Daily Post, to build Klora's audience. To position it as a leader in wellness, we leaned on "Top 5" comparison articles showing how Klora stacks up against established supplement brands.
Readers started to associate Klora with the major names in the category — and, as they read on and learned more, switched to its more innovative formula.
"Top 5" comparison articles — Klora, shoulder to shoulder with the brands buyers already trusted.
With Klora's name in market, we tested new formats — images, animation, video, and organic TikTok content — to push conversions higher.
Auditing the ad copy, we found that strong, relatable gut-health statistics piqued the most interest. Pairing the winning creative formats with the right copy variations let us scale spend profitably — and take Klora to the next level.
Story first, product second — advertorials that informed instead of interrupted.
By moving spend off Klora's own page and onto content the audience chose to read, we lowered cost per click, beat ad fatigue, and built a channel that scaled with the brand.