LYMA Menopause Stories Creator Paid Partnership Ads
Influencer MarketingThe Cirqle cast 31 midlife women to share menopause stories for LYMA, then ran their Reels as Meta Advantage+ Shopping ads that returned a 6.84x ROAS.
About the campaign
LYMA worked with The Cirqle and 31 midlife creators on menopause stories that returned a 6.84x ROAS. LYMA is a wellness and beauty brand selling the LYMA Supplement, with target markets in the USA and UK. The brand sets out to help women own their next chapter and to treat menopause support as a science-backed lifestyle upgrade.
Hundreds of midlife women applied through the agency hub, and the agency hand-picked 31 storytellers aged 40-60. Selection weighed honesty, on-camera presence and the absence of competing supplement deals. Each creator shared an unfiltered three-month story in organic Reels. The agency then whitelisted the top-engaging Reels as Paid Partnership ads inside Meta Advantage+ Shopping campaigns. Creator-specific UTM tracking and pixel events followed results, so underperformers were paused mid-flight and top creators were scaled.
The agency reports a ROAS of 6.84x for the campaign. The work delivered 4.9 mln impressions, 105k clicks and a reach of 2,140,000. The CPM came to £10.69 and the CPC to £0.50.
Case in 60 seconds
Health-conscious, affluent midlife women are underserved on most influencer platforms, so LYMA needed creators who could discuss menopause candidly and make a supplement credible to buyers across the USA and UK.
Women in midlife trust a peer's unfiltered three-month account of menopause more than a studio shoot, because a shared life stage builds purchase intent that follower size alone cannot.
LYMA treated creator testimonials as raw material for paid performance, recruiting real midlife women to let their own three-month stories prove the science and then funding the stories that sold.
The Cirqle hand-picked 31 storytellers aged 40-60 from hundreds of applicants, then whitelisted the top-engaging Reels as Paid Partnership ads inside Meta Advantage+ Shopping campaigns. Creator-specific UTM tracking and pixel events guided spend, so underperformers were paused mid-flight while top creators were scaled.
The Cirqle reports a 6.84x ROAS, 4.9 mln impressions, 105k clicks and a reach of 2,140,000, with the paid amplification running at a CPM of £10.69 and a CPC of £0.50.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Other
Partners
- The Cirqle
Results & Evidence
| Metric | Value |
|---|---|
| ROAS | 6.84x RoAS |
| Impressions | 4.9M impressions |
| Clicks | 105K clicks |
| Reach | 2.1M reach |
| CPM | £10.69 CPM |
| CPC | £0.50 CPC |
| Creators Selected | 31 storytellers |
Why The Cirqle's strategy worked
- 1
Self-shot, unfiltered testimonials beat brand-produced ads on CTR, RoAS and engagement here, because vulnerability from a peer carries a credibility that polished production cannot supply in a sensitive health category.
- 2
Casting by life-stage context and not by age alone opens a niche segment with high purchase intent, since a creator living through menopause speaks from the same moment as their audience.
- 3
Screening out creators with competing supplement deals protects the believability of each testimonial, which matters most once that content is licensed and paid to run as an ad.
- 4
Running organic creator Reels through paid placement with creator-level tracking lets a brand move budget toward the voices that drive sales and cut the rest while the campaign is still live.
Results
6.46M
Impressions
-60%
Cpm vs contracted
-70%
Cpa drop since launch
Results
+248
Content pieces
5.4M
Potential reach
3.91%
Engagement ratio