How to Build an Integrated Media Plan Across All Channels
January 21, 2026
15 Questions to Ask Before Hiring a Digital Marketing Agency
January 22, 2026How to Build an Integrated Media Plan Across All Channels
January 21, 202615 Questions to Ask Before Hiring a Digital Marketing Agency
January 22, 2026
Client
AJ Wellness
Industry
Health & Wellness
Location
Ghana and Nigeria
Duration
7.5 Months
Brand Introduction
A healthcare crisis was brewing in the heart of Africa, where vibrant cultures and ancient traditions intertwine. High-priced health supplements, once a luxury reserved for the few, were a distant dream for many. AJ Wellness, a new player in the market, sought to disrupt this status quo.
Facing scepticism and competition from multinational giants, AJ Wellness focuses on building trust and educating consumers about the importance of quality supplements. Through strategic partnerships and innovative approaches, We are offering premium products at affordable prices.
The Challenge
AJ Wellness Ghana, a health and wellness e-commerce brand, approached Socialee in May 2025 with a clear objective: scale their operations from a handful of daily orders to a sustainable, high-volume business.
The brand sold premium health supplements via WhatsApp conversations but faced three critical challenges:
- Limited scale: Averaging just 1–2 orders per day
- High acquisition costs: Inefficient ad spend due to lack of data-driven targeting
- No growth roadmap: Needed a clear plan to reach 1,000 orders/month by end of 2025
While they had strong products and a capable WhatsApp sales team, they lacked the performance marketing infrastructure to scale predictably.
Our Strategic Approach
Instead of aggressive scaling, we followed a methodical, data-first strategy.
Accordion Content
We began by identifying what truly worked through controlled testing:
- Product testing: All 9 products tested individually
- Geographic segmentation: Separate campaigns for 5 delivery zones
- Message testing: A/B tested creatives and value propositions
- Audience discovery: Lookalike audiences built from customer data
We implemented Meta Click-to-WhatsApp (CTWA) campaigns to preserve their high-converting WhatsApp sales process while scaling lead volume.
💡 Key Insight #1: WhatsApp as the Conversion Channel
Instead of forcing a website checkout, we leaned into their strength personal WhatsApp conversations.
This approach sustained a 5.23% conversion rate, over 2× higher than typical e-commerce benchmarks.
Clear patterns emerged once sufficient data was collected.
Geographic Performance Breakdown
| Zone | ROAS | Budget Allocation | Insight |
| Zone 1 (Greater Accra) | 3.08x | 71% | Over-invested |
| Zone 2 (Ashanti) | 4.77x | 18% | Well allocated |
| Zone 3 (Northern) | 8.55x | 4.5% | Underinvested |
| Zone 4 (Eastern) | 30.12x | 1.3% | Massive opportunity |
| Zone 5 (Central) | 9.58x | 2.7% | Underinvested |
🎯 Key Insight #2: The Hidden Gold Mine
Zone 4 delivered 30x ROAS but received less than 2% of the budget, while Zone 1 consumed 71% at only 3x ROAS.
This misallocation represented the largest immediate growth lever.
Top-Performing Products
- 27.54x ROAS – Skin Radiance
- 6.11x ROAS – Vital Woman
- 5.13x ROAS – Vital Man
These insights led to decisive budget reallocation.
With validated data, we executed bold optimizations:
- Shifted spend from Zone 1 to Zones 3, 4, and 5
- Tripled budget for Skin Radiance
- Doubled budgets for Vital Woman & Vital Man
- Implemented automated WhatsApp follow-ups
- Launched zone-specific creatives with local testimonials
📈 Result: Daily order volume increased 47% within the first month.
Results
After 7.5 months of structured optimization
Orders Delivered
0
Overall ROAS
0
x
Cost Per Order
0
GHS
What Actually Made This Work
Respecting the Existing
Sales Process
We scaled what already
converted instead of disrupting it.
WhatsApp wasn’t replaced it was amplified.
Letting Data Drive
Decisions
Capital-city bias was ignored.
Data proved smaller regions delivered
up to 10× better ROAS.
Product-Level
Granularity
just change Each product was treated as its own business unit. Example: Skin Radiance achieved a 42.88% conversion rate, while VitalSeas converted at just 0.25% revealing a 170× performance gap that blended
Speed of
Implementation
Zone reallocation
took 1 week; budget scale-up
for winners happened in
48 hours. Speed beat perfection.
The Path Forward: 600 Orders per Day
Phase 1
Optimization & Shopify Launch (Jan–Feb 2026)
Target: 25 orders/day
- ✓ Launch Shopify
- ✓ Retarget WhatsApp non-converters
- ✓ Scale top 3 products
- ✓ Conversion Optimization Setup
Phase 2
Multi-Channel Expansion (Mar–Jun 2026)
Target: 150 orders/day
- ✓ Meta Catalog Ads
- ✓ Google Shopping
- ✓ Advanced Retargeting
- ✓ Team Expansion
Phase 3
Acceleration to Scale
(Jul–Dec 2026)
Target: 600 orders/day
- ✓ Subscription Model
- ✓ AI Product Recommendations
- ✓ Influencer & TikTok Testing
- ✓ B2B Corporate Wellness Channel
Projected 2026 Impact
Marketing Investment
GHS
0
M
Projected Revenue
GHS
0
M
Expected ROAS
0
X
Net Profit
GHS
0
M
What Other E-commerce Brands Can Learn
➤ Geographic Testing Is Underrated
Granular region-level testing often reveals 5–10× ROAS differences, especially in developing markets.
➤ Don’t Go Multi-Channel Too Early
We mastered Meta → WhatsApp before expanding. Depth beats breadth in early scaling.
➤ Conversion Rate > Traffic Volume
A 5.23% conversion rate allowed AJ Wellness to outbid competitors profitably.
➤ Simple math:
2× conversion rate = 2× cheaper acquisition = 2× faster growth
Creative Approach
Maintained visual cohesiveness on the grid.
Consistent visual language
across the content grid
Created minimal and
trend-focused designs.
User-generated content to increase reach & engagement.
