
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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