Social mediaas a dedicated sales channel

WellCard is Austria’s most popular spa and wellness gift voucher. The product is established, the brand is well known and demand is high. However, most sales had previously been generated through traditional sales channels such as retail partners and its own online shop.

Social media was already being used, but not yet as an active sales channel. The challenge was therefore not to generate attention for WellCard. The aim was to structure social media in a way that would turn reach into measurable sales. To achieve this, the ads needed to work in the feed without appearing like traditional advertising.

The goal was clear: social media was to evolve from an image channel into a performance channel that sells reliably.

The strategy combined a conversion focus, relevance and ongoing testing. One key insight was that on social media, a creative needs to capture attention quickly while also making the reason to buy easy to understand.

To achieve this, the bathrobe became the campaign’s visual trademark. Whether in the supermarket, Vienna city centre or at the spa: wherever WellCard appears, the bathrobe is never far away. The recurring element created clear recognisability and helped it stand out more quickly in the feed.

The campaign logic was based on user behaviour. Different content and messages were used depending on the level of awareness. This created a connection between brand awareness, occasion-based communication and a specific purchase decision.

Creative testing for different occasions: dedicated ad angles and messages were created for Christmas, Mother’s Day and birthdays. The content was continuously tested and refined based on its performance.

Targeting through creative content: The creatives took on part of the audience targeting. Visual aesthetics and language choices helped reach the right target audience in each case, rather than relying solely on technical targeting parameters.

Performance campaigns on Meta: Campaign management combined creative development, ongoing testing and data-driven optimisation with a clear goal: direct online sales.