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All work
Published campaign

Finding new online buyers for a supplement company

A nutritional supplement company wanted new markets and more online sales. We built an audience that resembled its existing customers, showed it display ads, and counted the purchases.

For
An international nutritional supplement company
Ran for
4 months
What ran
Display ads to a modeled audience
Counted in
Online purchases
Illustrative image — a man just back from a run levelling a scoop of powder over a plain white tub in a sunlit kitchen, birch trees outside the windowIllustrative image

The published figures

Purchases
297
Of total online sales, as the original labels it
20.2%
Impressions
2,946,879

Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.

01

The brief

The company wanted to break into new markets and increase its online sales.

02

What ran

Display ads shown to a new audience modeled on the company’s existing customers. The original describes the method as AI “pixel technology”.

  • Learned from the behavior and attributes of existing website visitors and online transactions.
  • Built an audience profile from them, to find new customers who resembled the existing ones.
  • Delivered display ads to that new audience.
  • Let the model keep refining itself as results came in, adding new behavioral attributes.
The technology learns from the behavior and attributes of existing website visitors and ecommerce transactions.
From our original write-up
03

How it was counted

The write-up counts 297 purchases over four months, and a figure of 20.2 that it labels “% total online sales” without saying more. We show it with that label.

It also says the method was meant to deliver a lower cost to convert to sales. It gives no cost figure, so none is shown here.

The same brief, now

If we ran it today

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  1. The company wanted new markets. Today we would open each one with a commercial on Connected TV, shown in that market, with display and search behind it for the people who go looking.
  2. Selling in several markets is a bigger job than selling in one. A single-market test usually runs $2,500 to $5,000 a month in media. Statewide or several markets needs more.
  3. We would count it the same way: by purchases.

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