A case study of website innovation
using data to uncover a
new target segment
and increase revenue
New Product Launch Drives YOY Revenue of Over $1M in Competitive, Established Category
our approach
We begin every program with focused hypotheses and informed experimentation. Our launch with a protein powder brand was no different.
- Precision audience targeting to reach Crossfit, all-in athletes to ensure we reached them with our message to drive trial
- Competitor targeting to grab the attention and ensure buyers were aware of a cleaner protein source to fuel their workouts.
The data from testing told a different story than the initial thinking around the target audience. Crossfitters were a part of the audience, but not the whole audience. Through testing, we identified segments such as triathletes and cyclists. We also noticed an emerging trend of non-crossfitters who were consuming protein products but were not hard core athletes. This helped to identify another market segment for us to grow revenue, men aged 35-54 who outperformed all other segments, including our athletes.
Results
an astounding 465% increase in consumer revenue, year over year. the ongoing experimentation, data analysis and identifying a key alternative audience with greater buying power than crossfitters drove a significant amount of revenue for our client.
