Medterra
Building a full-funnel social engine for a high-consideration product launch

Challenge

Launching Medterra’s first higher potency product required more than awareness—it required education, trust, and behavior change.

• New product tier → higher consideration purchase

• Customers needed confidence in dosage + effects

Business Goal Business goal = Drive efficient acquisition + Increase LTV, not just conversion

Insight
Awareness wasn’t the barrier. Confidence was.

Customers didn’t need more exposure to the product—they needed to understand:

• What to expect

• How to use it

• Why it would work for them

Education became the driver of conversion, not just a post-purchase step.

The System

Built a connected, full-funnel social ecosystem:

Each layer was designed to reduce friction, build trust, and increase long-term value

Social Demand Engine (Top Funnel)

High-velocity, platform-native UGC content

• TikTok + Meta-first creative

• Relatable, real-life scenarios

• Problem → solution storytelling

• Rapid testing across hooks, formats, messaging

Goal: Drive qualified traffic by pre-educating users before they click

Conversion Layer (Mid Funnel)

Seamless transition from content → conversion

• Simplified lander to increase better usability on mobile

• Clear value proposition + 25% incentive

• Education embedded directly into purchase flow

Goal: Reduce hesitation and reinforce trust at the point of decision

Onboarding = Growth Engine (Post Purchase)

Turned onboarding into a second conversion moment

• Education on dosage, expectations, and benefits

• Reinforced product confidence + proper usage

• Lifecycle messaging designed to:

  • Increase retention

  • Drive repeat purchase + upsell

Goal: Accelerate time-to-value and maximize LTV

Impact

• Paid social CVR 1% to 2.2% signaling conversion efficiency 120% increase

• Increased repeat purchase and subscription engagement

• Stronger alignment between acquisition and retention performance

What This Proved

Social is most powerful when it doesn’t stop at conversion.

• Content = education

• Onboarding = continuation of marketing

• Retention starts at first touch

👉 The result: a scalable system that drives both immediate revenue and long-term growth