- Category
- Unnamed medicine
- Design
- Two flights over five months
- Audiences
- Five tailored segments
- Outcome
- CR 0.23% → 0.32%; frequency 1.5×
Over five months, Genius Desk ran two campaign flights and two Sales Lift studies for a medicine. The first flight used a shared message; the second used creatives and landing pages tailored to five groups. Published CR values were 0.23% and an average 0.32%, respectively. Purchase frequency in the second flight was 1.5 times that in the first. The event counted in CR is not defined in the materials available for this edition.
How we delivered
- 01Run a baseline flight
- 02Define five audience scenarios
- 03Build tailored creative and pages
- 04Launch the second flight
- 05Measure CR and purchases
The challenge
Different people can approach the same medicine from different situations. The brand needed relevant messages and a way to connect media with purchase outcomes.
A useful baseline
The first flight used a single message and established a reference point for the personalised campaign.
Five tailored journeys
Available fiscal and telecom signals informed five audience scenarios. Each received its own creative and landing page.
The outcome
The source reports CR of 0.23% for the shared message and an average of 0.32% for the personalized flight. Purchase frequency in the second flight was 1.5 times that in the previous campaign. These measures describe different outcomes; CR cannot be read as purchase conversion without a definition of its counted event.
What brands can use
The campaign used five groups and messages tailored to their selection context. The brand could compare response and purchase measures across the two flights. Groups and comparison methods are agreed again for each new category.
Planning a new campaign
Applying this approach
To apply the method, define distinct audience motivations and agree on comparison metrics before launch.
Questions
Which metrics improved?
Average CR reached 0.32% versus 0.23%; the published case reports 1.5× purchase frequency.
What was personalised?
The audience, creative message and landing page for each scenario.