Scaling Reach For a Breast Cancer App Through Paid Social

The Challenge

OWise is a breast cancer support app designed to help people better understand their diagnosis, treatment and day-to-day health.

The brand already had strong educational content, but needed a way to get it in front of more of the right people — particularly women in the US actively looking for trusted information and support.

The goal was to build a paid social strategy that could expand reach, drive quality traffic, and help identify which platforms and creatives were most effective.

What We Did

Developed and managed a paid social strategy across Facebook, Instagram, Pinterest and TikTok, testing different creatives, audiences and campaign goals to see what would deliver the strongest results.

• Cross-platform testing - Ran campaigns across multiple platforms to compare performance and understand where content was most effective.

• Audience targeting - Built campaigns around women in the right age range, with a particular focus on US audiences for conversion-led campaigns.

• Creative testing - Tested different pieces of educational content, including blog-led creatives and reels, to see which messages drove the strongest click-through and conversion performance.

• Performance optimisation - Tracked CTR, CPC, conversion rate and cost per conversion to identify the best-performing ads and optimise spend accordingly.

• Channel learnings - Used campaign results to identify where budget should be focused — with Facebook and Instagram performing most strongly for the target audience, while TikTok and Pinterest were less effective when audience targeting didn’t align.