Eatology
Eatology is a Hong Kong-based service delivering freshly prepared, gourmet meals tailored to various dietary needs, including keto, gluten-free, vegetarian, and low-carb options, designed by chefs and nutritionists.
Project Overview
Services
Ad Creative Strategy
UGC Strategy & Management
Company
Skaleit
Eatology aimed to scale its business but faced challenges due to a lack of ad creative testing and limited exploration of different messaging angles. Additionally, they had never utilized UGC ad creatives—an essential component in the meal plan industry for building trust, credibility, and engagement with potential customers.
Execution
I developed multiple ad concepts to showcase Eatology’s unique benefits and competitive advantages — key factors in effective meal plan marketing.
The strategy included static performance ad creatives and UGC videos tailored to different stages of the funnel and levels of user awareness. This approach expanded the audience reach while optimizing conversions for ready-to-buy customers.
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A strategic content framework was implemented t o enhance paid ad performance for them:
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Top-of-Funnel (TOF) Engagement: Leveraged UGC videos to attract and educate new audiences unfamiliar with the brand, benefiting from their lower frequency and higher engagement rates.
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Retargeting Strategy: Used static image ads to re-engage the most aware audience segments, reinforcing trust and driving conversions.
UGC Management
In addition to overseeing the full UGC process — from creator sourcing to content delivery — I developed scripted video concepts with compelling, scroll-stopping hooks.
This approach maximized key performance metrics, including scroll-stop rate, hold rate, and click-through rate (CTR), ensuring the content was optimized for each stage of the customer journey.
Results
I created and tested over 10 UGC video ads, with two high-performing videos that enabled effective ad scaling. Among static image ad concepts, testimonials and review-based creatives delivered exceptional results, achieving a 9x ROAS, highlighting the impact of social proof in the meal plan industry.
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UGC videos targeting cold TOF traffic achieved a 3.79x ROAS, helping expand the audience pool for future retargeting.
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Overall ROAS increased by 103% — from 2.88x to 5.86x—while ad spend scaled by 175.45%, growing from $6K to $17K per month over three months.
This strategic, performance-driven approach demonstrated how tailored ad creatives and a well-executed content strategy can drive substantial growth in the meal plan industry.
