Retail II: New Audience Acquisition Strategy
Executed a multi-platform Demand Generation campaign suite targeting untapped audiences across Oceania, resulting in phenomenal 75% new traffic growth while maintaining an exceptionally efficient $0.57 cost per new user and delivering superior engagement metrics across all channels.
Client Brief
Expand market reach by cultivating new audience segments throughout Oceania, with primary performance indicators centered on maximising new user acquisition while maintaining strict cost per new user (CPNU) efficiency thresholds.
Our Approach
Orchestrated comprehensive Demand Generation campaigns across YouTube, Discover, and Gmail platforms, leveraging advanced audience targeting mechanisms: Strategic seasonal relevance segmentation (summer collections, Father’s Day promotions, Black Friday initiatives, Halloween) Precision gender-based audience targeting with customised creative assets Targeted product category-specific campaigns with tailored messaging Sophisticated custom audience segments for high precision targeting Advanced lookalike audience modelling to expand reach to highly relevant prospective customers
Results
- 75% new traffic growth
- $0.57 cost per new user – 50% below projected acquisition cost benchmark
Successfully generated 576,000 new users (representing 95% of total traffic acquisition) while simultaneously delivering significant revenue contribution despite new user acquisition being prioritised over immediate conversion objectives.