How Fifty enhanced FutureYou's existing personas to improve its CPA target by 75%.
FutureYou is an innovative supplement brand whose products help people and their pets live longer, healthier lives. Founded in Cambridge in 2015, FutureYou develops and sponsors research into easy-to-absorb products with scientifically proven benefits.
Over time, FutureYou has gained the backing of experts at leading international academic institutions and some of Cambridge's most prominent biotechnology investors, including the founder of Abcam, a leading supplier of protein research tools and one of Cambridge's best-known startups, now worth over £2bn.
FutureYou had existing personas, which it identified as representing key customer groups, referred to as"Maureen", "Gerry" and "Active Women". The challenge was to delve into these key personas, to build a better understanding of the interests of FutureYou's existing audience while also identifying new audiences to power customer growth all while delivering an ambitious CPA target.
Fifty worked directly with FutureYou to scope out their audience. First, we produced insights based on their existing personas to inform our targeting strategy.
We then ran a CRM study to provide a deeper understanding of FutureYou's audience within each product segment to identify exactly who was buying what, mapping FutureYou's existing subscribers to enrich their understanding of the customer database and inform our media strategy. With these mapped audiences we rebuilt FutureYou's existing insights within our platform to produce targetable audience segments.
Fifty's insights enriched FutureYou's understanding of its existing customer base and uncovered new areas of growth. These learnings allowed FutureYou to activate more efficiently, with Fifty delivering a 75% improvement on their previous CPA benchmark.
The brand has since achieved major growth, acquiring Prime Fifty, a specialist supplement company targeting over 50s, in November 2020. The move has opened up exciting opportunities for FutureYou, and marked the expansion of their product brand portfolio into new sectors, including beauty and specialist multivitamins.
Fifty can work with existing CRM data. By gathering information on customers' passions and combining it with purchasing histories, marketing efforts can be focused on customers who most interested in the message.
Fifty applies a full-spectrum approach to media strategy. Using our bespoke segmentation engine, we produced custom insights for each stage of the marketing funnel to build a campaign tailored to the right audience.
Fifty brings insights to life. Fifty can transform existing personas into actionable, custom audiences.