January 2025 - New Customer Acquisition

January 2025 – New Customer Acquisition Campaign

🛍️ Campaign Overview

To kick off 2025 with strong momentum, a tailored digital campaign was launched in January for a brand operating in the X sector. The objective wasn’t just to boost sales — it was also to lay the foundation for a new pool of potential customers. Running from January 1st to 31st, this campaign primarily aimed to reach individuals who had not previously engaged with the brand, thereby expanding the customer base and increasing sales potential. The campaign was structured to enhance both brand awareness and convert potential customer traffic.

🎯 Target Audience

As part of the campaign, a unique 10% discount offer was introduced, exclusively for individuals who had never previously purchased a policy from the brand. The offer was subject to the following conditions:

• Only new customers (those who had never bought a policy from the brand) were eligible.
• Existing customers and policy renewals were not included in the campaign.
• The offer applied only to private cars and motorcycles aged 0–5 years.
• Priority was given to owners of gasoline, diesel, and electric vehicles, as well as motorcycle users.

These conditions were clearly communicated throughout the campaign, and messaging across all media channels was structured around this proposition.

🚀 Approach / Strategy

Throughout the campaign, each media channel played a distinct role based on user behavior and overall campaign goals. By leveraging the strengths of each platform, we were able to engage users at different stages of their customer journey:

📌 Channels Used & Media Planning

Google Demand Gen

• With its visually-driven nature, this channel allowed us to reach users in the “exploration” stage via Gmail, YouTube, and Discover placements. This helped us connect early with potential customers who had shown interest but were not yet in the decision-making phase.

DV360 (Programmatic)
• Display Ads: Enabled broad reach and high visibility in key demographic and geo-targeted segments. Contextual targeting based on categories and keywords ensured ads were shown to users with relevant interests, boosting ad quality and engagement.
• Video Ads: Used to deliver impactful brand messages and capture user attention more effectively. These formats also played a key role in driving users into the remarketing funnel.

Meta Ads (Instagram & Facebook)
• Reach: Given the high activity of our target audience on these platforms, we achieved fast frequency and wide-scale visibility. The campaign offer was rapidly communicated to large audiences.
• Traffic: Click-through content guided users to the campaign landing page, feeding the remarketing pool and building future targeting capabilities.

TikTok Ads
• Reach: Creative content was placed in-feed to raise awareness among younger, tech-savvy users. The native appearance of the ads encouraged natural user interaction.
• Traffic: Interested users were funneled toward the campaign page, positioning them in the mid-stage of the conversion journey.

Ad Network
• Created a segmented audience pool using demographic, geographic, and contextual targeting.
• Employed retargeting strategies for users who interacted with the campaign but did not convert.
• With flexibility and scale, this channel helped reach niche micro-segments otherwise difficult to access.

🎯 Targeting Strategy

• All prospecting targeting (excluding remarketing) was limited to users with no previous interaction with the website.
• Segmentation included age, gender, location (city-level), vehicle type, and device usage.
• Ads were displayed on pages contextually related to the campaign message (e.g., “car insurance comparison,” “vehicle coverage”).

🧠 Media Strategy

• Followed a clear funnel: Awareness → Interest → Conversion.
• Media budget was allocated and optimized based on platform performance and conversion potential.
• The campaign used a medium-sized but highly effective media investment to maximize interaction and traffic.
• Multiple creative variations were A/B tested, with budget reallocations based on CTR and cost-efficiency metrics.

📊 Results

The campaign exceeded expectations in both reach and engagement metrics. Thanks to a highly focused new customer acquisition strategy, we achieved strong interaction rates from the very first touchpoint.

• The campaign reached millions of impressions and generated seven-digit click volumes, starting with a high-volume reach.
• The overall click-through rate (CTR) significantly outperformed similar campaigns in the industry, averaging over 2.5%.
• TikTok ads stood out with an outstanding CTR of 29%, highlighting the effectiveness of our creative optimization efforts tailored to the platform.
• Ad Network placements saw CTRs above 8%, while Google Demand Gen surpassed 3%, reflecting strong interest from high-value audience segments.
• The average cost per click (CPC) came in up to 90% below the market average, indicating highly efficient media buying.
• According to Google Analytics data, both page views and user interactions greatly exceeded expectations. Strong performance was recorded across event-based and conversion metrics.

🧠 Key Learnings & Conclusions

This campaign clearly demonstrated how the combination of a strong offer, channel-appropriate creatives, and precise targeting can deliver high value at low cost. Here are some of the key insights:

• In short-term, high-intensity campaigns, platforms like TikTok offer a significant attention economy advantage.
• Contextual targeting played a critical role in turning broad audience segments into quality performance outcomes.
• Google Demand Gen generated high-quality traffic at the top of the funnel, boosting the retargeting efficiency of other channels.
• With unit costs well below industry benchmarks, media investments were utilized at maximum efficiency.
• Creatives tailored with the right variations contributed to strong conversions even at the retargeting stage.

I help brands grow through data-driven performance marketing and full-funnel media strategies. From campaign execution to analytics and conversion optimization, I turn insights into impactful results.