Primer looked at each layer of the funnel to identify opportunities to scale memberships of Hero. In this research, Primer analyzed data carefully to uncover the need to tailor messaging and creative to their two unique audiences: Caregivers and Patients.
As a result, Primer created thumb-stopping educational videos with higher-funnel messaging for each unique audience.
Additional image and GIF creative was developed to retarget those who showed consideration to keep Hero top-of-mind and increase purchase intent.
What were the results?
Messaging tailored specifically to the Caregiver and Patient audiences resulted in a 15% lower CPA and 9% higher conversion rate than more generic messaging.
The targeted campaigns reached 57% more people, helping to drive awareness at scale. Continuous testing of new prospecting audiences drove cold purchases with compelling creative while expanding retargeting audiences to drive efficiency.