MyObvi

myobvi.com

Services

Advertorial

Industry

Consumer Packaged Goods (CPG)

Challenge Strategy Results

How a $100M Supplement Brand Finally Beat Its Control L.P. After 2 Years

In a Nutshell

+10% conversion rate increase after 2 years of stagnant testing
Higher profit per session on cold traffic
13 days from project start to launch
Cracked the code on story-driven advertorials that bypass ad fatigue
Established a scalable, repeatable framework for future product launches

About The Brand

MyObvi is a $100M+ supplement brand specializing in collagen-based wellness products. Their flagship offering, the Burn Bundle, combines three products designed to support metabolism, appetite control, and fat burning throughout the day.

With a core customer base of busy moms in their 30s and 40s juggling family, career, and weight-loss goals, Obvi had built a loyal following. But by 2025, they hit a ceiling.

Challenge Strategy Results

01 Challenge

Obvi was stuck. For 2 full years, they couldn't beat their control landing page.

They'd tested everything:

Benefit-focused pages
Product-led pages
Quiz funnels
UGC collections
Headline variations
Button color tests
Image swaps

They hired 5-10 different agencies. Nothing moved the needle.Meanwhile, the market was shifting:

Consumer confidence was declining
Ad costs were rising
Meta performance was tightening
Impulse purchases were shrinking

Their standard LP format, which had built the brand to 8 figures, was plateauing. They needed a breakthrough, not another incremental tweak.

02 Strategy

We knew Obvi had tried advertorials before and they bombed. So we couldn't just throw something together. We had to be strategic.

Phase 1: Deep Customer Research

We started by gathering real customer data:

The approach:

Reviewed hundreds of Obvi comments, reviews, and emails
Identified recurring pain points and language patterns
Clarified the core persona: Midwestern woman, 30s+, balancing family, career, and weight-loss goals
Reviewed clinical studies behind the active ingredients in the Burn Bundle

Phase 2: Reframing The Buying Journey

Instead of hitting visitors with "Buy now" immediately, we built a Narrative Offer Page that mirrors the customer's emotional journey:

The strategy:

Struggle – Validate their pain
Discovery – Introduce the solution through a relatable story
Education – Explain the science and mechanism
Solution – Present the product as the logical next step

This wasn't about tricking customers. It was about meeting them where they are mentally and emotionally.

Phase 3: Strategic Execution

We collaborated with Obvi to execute every detail:

Wireframing and content strategy
Conversion-optimized copywriting
Native editorial design (breadcrumbs, byline, comment section)
Trust signals (media logos, clinical studies, before/after photos)
Built in Replo for easy testing and iteration

03 Results

The Takeaway

When we ran this advertorial against Obvi's control LP:

+10% incremental profit lift

This wasn't just a CTR bump or cheaper clicks. It was bottom-line profit improvement.

Higher conversion rates on cold traffic
Better scalability in a shaky consumer climate
More effective at overcoming purchase hesitation

And this was just the initial test. Obvi is now optimizing further and rolling out the framework to other products.

— Ashvin Melwani, Co-Founder, MyObvi

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