



Our paid advertising team implemented a highly targeted strategy that effectively distinguished between one-time purchasers and loyal subscription-based customers.
The Challenge
Yumove, a globally renowned brand specialising in pet health supplements, with a particular focus on enhancing joint health and mobility, especially for dogs grappling with arthritis or stiffness, made a strategic transition in the UK market. They shifted from a traditional one-time purchase model to a subscription-based approach.
Our primary objective was twofold: attracting new customers and encouraging existing ones to embrace the subscription model. To achieve this, our dedicated paid advertising team devised a highly targeted strategy, carefully distinguishing between one-time purchasers and loyal subscribers. Since we began working together, we’ve witnessed remarkable growth in several key areas:
- New Customer Acquisition: Significantly increased new customer numbers.
- Revenue Growth: Substantial uptick in revenue generated.
- Sales Expansion: Drastic improvement in overall sales performance.
This impressive success can be attributed to our adept utilisation of a comprehensive range of audience signals, creative content, and tailored messaging across both performance and search campaigns. Our collaborative efforts have not only driven growth but also ensured Yumove’s continued prominence in the pet health supplement industry.
The Strategy
Paid Media Strategy
We needed to understand the mindsets of the two different customers and what incentives were presented to users who were not current subscribers. Knowing the popularity and size of the YuMove UK presence, we knew that the customer database available would play a pivotal role in our strategy.
Implementation
We took action by categorising customers into three groups: subscribers, OTP non-subscribers, and new customers. This allowed us to deliver targeted messages at the right moments during their YuMove site journey. Leveraging monthly promotions, we attracted new customers effectively, accommodating seasonal traffic surges and boosting new customer acquisition at key times.
Management
Our paid media team actively managed Google Ads and Microsoft Ads, granting direct access to our account experts for continuous guidance. Consistent check-ins with YuMove, both weekly and monthly, proved instrumental in our success. These discussions provided valuable insights into acquiring new customers through digital channels.
Project Information
Client:
YuMove
Location:
United States
Date:
March 11, 2021
Website:
https://us.yumove.com/