Keep Calm

Psyched Wellness is a publicly traded Canadian wellness brand built around science-backed natural health products — with their hero product, Calm, designed to help people unwind in a world that rarely slows down. When they approached Igloo, they were ready to scale across TikTok and Meta but needed a creative engine that could grow spend efficiently without sending CPAs skyrocketing.

Our job? Build a performance system that could scale fast but stay grounded in smart creative, sharp learning loops, and meaningful audience insight.

Our Work Together

We began by developing a tailored creative testing strategy designed to uncover the concepts that truly resonated. Through structured experimentation, we identified the pillars that performed best for Psyched Wellness — including education, product science, and the symptom-specific benefits of Calm. These learnings became the backbone of a refreshed creative framework.

Here’s what we focused on:

• Creative Strategy & Production — Establishing new pillars around education, product science, and symptom relief
• Platform-Specific Testing (TikTok & Meta) — Building messages tailored to each audience and format
• Consolidated Campaign Structure — Simplifying the account for cleaner data and smarter scaling
• Performance Optimization — Reducing CPAs while raising spend

Within just three months, Igloo scaled Psyched Wellness’s ad spend by 10x, unlocking meaningful growth in both brand awareness and conversions. Even better, the brand now has a stable creative engine that can evolve with the market — and keep performance strong as they expand.

The Road Ahead

With distribution in rapidly growing retailers like Erewhon and new digital opportunities on the horizon, Psyched Wellness is entering 2025 with momentum — armed with the creative foundations and performance frameworks needed to scale even further.

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Shop Calm, by Psyched Wellness

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