Project #2: Social Media Advertising for KlaritySG (Method & Results)
A full-funnel growth engine built from scratch
The Challenge
KlaritySG™ entered an already saturated supplement market dominated by established brands and heavy ad spenders. Breaking through required a campaign that could:
- Differentiate the brand quickly
- Build brand awareness & credibility from zero
- Overcome skepticism in a highly competitive category and maintain profitability
The challenge was to build a high-trust, high-conversion advertising framework without the budgets of big industry players.
The Aim
To design a performance-driven advertising strategy that:
- Builds awareness through education
- Establishes KlaritySG™ as a credible, “Medical-Grade” collagen supplement brand
- Converts new audiences into first-time buyers
- Generates consistent ROAS to fuel long-term scaling
- Creates a sustainable ad funnel that blends Meta + Google ecosystem traffic
The Strategy
Developed a “Medical-Grade” campaign concept — a conversion-focused creative direction built around consumers deepest fear and desire:
The strategy focused on three core content pillars:
- Short-form educational videos to build authority
- Real customer testimonials for trust and proof
- Conversion-focused static & video ads for direct response
A dual-channel approach was used:
- Meta Ads → fast reach, strong storytelling, high conversion volume
- Google Search Ads → high-intent capture and retargeting support
The execution
Developed persuasive video and static creatives tailored for each point of the funnel.
Implemented Meta Advantage+ audiences (AI), Retargeting, pixel events, google Ads for maximum delivery efficiency.
Optimised campaigns continuously based on CTR, CPA, ROAS, audience behaviour.
shopify checkout was built for seamless checkout experience
Results:
The strategic approach delivered strong, measurable business outcomes:
ROAS across 2 years — exceptional for a new brand entering a crowded category.
CTR peaked at 16.59%, signalling highly relevant creatives. Meta ads consistently delivered profit