GenoPalate

GenoPalate is a genetics-based, personal nutrition company. They empower customers with their genetic information and personalized nutritional guidelines and food choices to eat healthy. As a direct-to-consumer brand, GenoPalate’s main focus is to drive purchases.

The GenoPalate team strategically built three different types of campaigns: a primary prospecting campaign that leverages broad audiences, segmented out by gender and device type, as well as two retargeting campaigns for people who have viewed their prospecting ads and website visitors, respectively. When it comes to testing, the team builds new campaigns for every creative test to dedicate a specific budget for each.

It's incredibly important to be platform native on Quora. Leverage Promoted Answers as the primary pillar of your strategy as it is an ideal format for the long-form nature of the platform. Once GenoPalate adapted their strategy to be more focused around Promoted Answers, the team saw a 10x improvement in CPA and RoAS.

For the last 12 months, Quora has been GenoPalate’s top-performing platform in terms of scale and cost per purchase, including over Google and Facebook—often by up to 40%. In terms of traffic quality and lead quality, Quora consistently outperforms other channels, providing higher time on site, higher AOVs, and higher conversion rates. As the first company to test out Quora’s brand lift studies, GenoPalate also found that people ages 25-34 showed the strongest lift in favorability and people with annual household incomes between $50k-$75k showed the strongest lift in brand awareness and consideration after seeing their campaigns on Quora.