How we launched
a Singaporean health brand in the UAE — and got 200+ requests via Instagram

From zero awareness to qualified leads at under 50 AED cost per lead

About Herbal Pharm

The client

A Well-Known brand in Singapore

Main aim:

To launch the brand in the UAE

They had no localized social presence, no audience, and no previous paid media campaigns in the region.

Challenge:

Our strategy

Launched the brand for the UAE Market

01

Adapted the brand positioning for a new audience, created a localized visual style, built a fresh Instagram presence, set up a sales funnel through Instagram direct messages

Ran targeted paid campaigns

02

Tested multiple hypotheses, audiences, and creatives, launched Meta Ads focused on problem-solving visuals, optimized for cost per lead (CPL) and lead quality, analyzed results

Visuals that represent health

We created the videos that sell: short, captivating and sharp

The sales funnel around direct messages allowed us to get more qualified leads faster

The entire conversion funnel around Instagram Direct Messages allowed us to:

• Communicate faster
• Qualify leads in real-time
• Keep CPL consistently optimized

After early tests, we learned: aesthetic banners don’t perform

First tests of banners:

Instead, we used images that clearly express people’s health issues

From broad to targeted: how smart segmentation cut our CPL in half - from 47.43 AED to 19.57 AED

Wide audience

Health care

Hair care

7 messages

47.53 AED CPL

137 messages

21.42 AED CPL

61 leads

19.57 AED CPL

We tested 6 targeting strategies — one delivered 62 Leads at the lowest cost

205 Leads in just 2 months — here’s how we did it

91

Qualified leads

21.77 AED

Cost per lead

205

Leads

4 462 AED

Amount spent

49.03

Cost per qualified lead