The strategy

Segmenting bottom of the funnel customer journey on a granular level (EG: Added to Cart, Account Page Viewers, Product Viewers, Site Viewers and Previous Purchasers split by various time-frames).

We constructed a series of highly refined prospecting audiences going beyond those users with merely a vague interest in vitamins, through a triple-layered targeting approach. Both prospecting and retargeting audiences were continuously tested against each other and optimised to find the most valuable consumers for the brand.