How a supplements brand went from depending on Meta Ads to organic mentions in ChatGPT and Perplexity
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A nutritional supplements brand with good Meta Ads conversion started noticing how acquisition costs soared and ROAS fell. Meanwhile, customers told them they'd searched ChatGPT for which supplements to take — and the brand didn't appear. All acquisition was through paid media, zero through AI.
The problem
Queries like "best supplements for sports performance", "quality recommended proteins" or "natural supplements for muscle recovery" didn't include the brand. With increasingly costly Meta algorithms and a consumer trusting AI for health decisions, the brand was in a dead end.
FAIV™ Diagnosis
- Extreme dependence on paid media without organic AI visibility strategy
- Brand content oriented to direct conversion, not to be cited by generative engines
- Absence from nutrition and sports health media AI consults to validate brands
- Lack of educational content about supplements that AI could use as reference
Solution applied
GEMGEM content strategy for supplements
Design of a generative marketing strategy with specialized content in nutrition and sports performance, published in media that ChatGPT and Perplexity use as sources.
Amplification in health and sports media
Publication of articles, guides and case studies in specialized sports nutrition, wellness and health media that generative engines consult to recommend brands.
Educational content oriented to health prompts
Creation of quality content answering the questions consumers ask AI about supplementation: ingredients, dosing, proven benefits and correct use.
Results
- Organic mentions in ChatGPT and Perplexity for performance supplement queries
- Reduction in paid media dependence without loss of acquisition volume
- Increase in conversion rate from AI-arrived users vs. Meta Ads
- Positioning as a reference brand in natural sports supplementation
Key learning
“The consumer who asks AI before buying is the most qualified of all. When AI starts citing you, acquisition cost falls and lead quality rises. That doesn't happen with Meta Ads.”
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