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Case Study

Driving Incremental Growth:
Custom Audiences Fuel a Successful 
New Product Launch

Client Overview

A direct-to-consumer (DTC) health and wellness company with millions of customers and a strong presence in the market.

Problem

The client was preparing to launch a new product but wanted to avoid marketing it to existing members. Their goal was to drive incremental growth by reaching new customer segments without overlap.

The Proteus Solution

We developed custom audience segments tailored to the new product offering. This involved identifying the best prospects while suppressing existing members from the campaign. Custom audiences were created across the client’s top Metropolitan Statistical Areas (MSAs) to maximize reach and relevance. These audiences were deployed across multiple channels, including Digital, Connected TV (CTV), Direct Mail, Podcasts, and other targeted mediums.

Results

By providing custom audiences with zero overlap within their existing membership, we helped the client eliminate wasteful spending and create cohesive, synergized campaigns. The result was a streamlined and highly effective launch that drove growth from entirely new customer segments.

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Revealing Insights

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Unveiling Customer Insights

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Segmentation in Action

Healthcare System Enhances Patient Communication Through Data Application

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Maximizing Efficiency

Medicare Advantage Provider Reduces Mailing Costs While Driving Growth

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Untitled design (1).png

Case Study

Driving Incremental Growth:
Custom Audiences Fuel a Successful 
New Product Launch

Client Overview

A direct-to-consumer (DTC) health and wellness company with millions of customers and a strong presence in the market.

Problem

The client was preparing to launch a new product but wanted to avoid marketing it to existing members. Their goal was to drive incremental growth by reaching new customer segments without overlap.

The Proteus Solution

We developed custom audience segments tailored to the new product offering. This involved identifying the best prospects while suppressing existing members from the campaign. Custom audiences were created across the client’s top Metropolitan Statistical Areas (MSAs) to maximize reach and relevance. These audiences were deployed across multiple channels, including Digital, Connected TV (CTV), Direct Mail, Podcasts, and other targeted mediums.

Results

By providing custom audiences with zero overlap within their existing membership, we helped the client eliminate wasteful spending and create cohesive, synergized campaigns. The result was a streamlined and highly effective launch that drove growth from entirely new customer segments.

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