The problem:
When the vitamin and health supplements brand Life Extension acquired a competitor, e-Vitamins, it suddenly found itself with a bunch of new customers to integrate.
Life Extension decided to nudge these former e-Vitamins customers toward its larger portfolio of products—but it wanted to do so with precision and efficiency.
The solution:
Using our first-party upload feature in Intentwise Explore, Life Extension could securely upload the e-Vitamins customer lists—in the form of hashed emails and phone numbers, in compliance with privacy regulations—and filter them into key shopper segments.
Our team helped Life Extension layer additional metadata about recency of purchase, total spending, and more into those shopper lists.
From there, Life Extension could sort these shoppers into three key groups—recent purchasers, lapsed users, and high-AOV buyers.
When Life Extension started cross-selling its products to these former e-Vitamins customers, it could therefore be much more strategic about who to target with which products. The granularity helped with its goals of efficiency.
High-AOV buyers could be advertised pricier products, whereas lapsed users might get the company’s classic gateway ASINs.
Plus, it all happened smoothly: Life Extension was able to map these shoppers to their relevant DSP campaigns without ever needing to leave the Intentwise Explore console.
To check its progress, Life Extension regularly ran queries in Intentwise to track engagement metrics and impression-to-purchase journeys. The company made tweaks to budgets and bids as needed.
By the end of the campaign, the company saw a 24% increase in New-To-Brand shoppers and a 14% increase in Subscribe & Save purchases.
It was bringing the e-Vitamins shoppers directly into the fold—all at a much stronger ACOS. The savvy segmentation helped it cut the cost per acquisition by 13%.
"Intentwise made uploading, organizing, and connecting our first-party data to AMC a totally seamless process," said Tom Dougherty, Senior Director of Marketing Analytics at Life Extension.
