Selling a cream online that one cannot feel, smell, or test, is always challenging. We successfully removed that barrier with our acquisition strategy. In order to maximize ROI and likelihood of purchase we started by running ads with no CTA – this accomplished something that we like to call “Just There Ads”. This removed the pressure from the consumer to purchase the product and instead, we aimed for them to engage. Sounds simple, we know! But, it did not end there. From there on, we designed specific creatives and ads based on the individual’s response after seeing the initial ad. This made the process insightful, rather than sales focused.