Increasing Registrations Through Social
Atkins Nutritionals
Atkins Nutritionals is a leading player in the $2.4 billion weight control nutrition category and offers a powerful lifetime approach to weight loss and weight management. Atkins products are available in more than 30,000 locations throughout the U.S. and internationally.
The Challenge
Atkins wanted to increase its digital registrations conversion and generate additional demand for its diet starter pack, the Quick-Start Kit. Historically, Atkins had acquired new customers primarily through paid search, but after an analysis of the brand’s performance compared to its budget allocation, Rise recommended a change in Atkins’ approach.
The Strategy
Recognizing that paid search was both a costly investment and a competitive channel, specifically for the non-branded keywords in which Atkins was investing, Rise recommended investing in paid social media advertising. It would be a more efficient and effective opportunity for Atkins. Rise took the following actions:
1. Identified and activated against four key audience segments within paid social: diet, health, weight, food.
2. Targeted both fans of Atkins’ Facebook page as well as users who were fans of related pages.
3. Performed ongoing testing and conversion-rate optimization to improve the user experience.
The Result
By shifting marketing dollars to paid social and optimizing the conversion process, Atkins was able to see significant success.