Illustrative case study. Results and project details are pending verification.
Case 03 / Expanding the audience
🌍 Unlocking a new growth channel through audience expansion.
Audience expansion / Acquisition
Most revenue depended on one audience. A second segment introduced a separate source of demand and reduced that concentration.
25–40% of new revenue from the new segment / +30–50% acquisition capacity
📍 The starting point.
A single audience supplied roughly 80–90% of revenue. That concentration limited expansion and exposed the business to saturation within one customer pool.
🔍 What we found.
Behavioural analysis revealed another segment with related intent but different reasons to buy. Reusing the original proposition would have missed those motivations.
🔧 What we changed.
We adapted positioning, hooks and creative to the second segment, then launched a dedicated conversion journey and acquisition flow.
🧱 What we built.
An audience-specific funnel with its own messages and creative direction, operating alongside the existing engine rather than competing for the same demand.
📈 Where it landed.
The additional segment generated approximately 25–40% of new revenue. Acquisition capacity increased by around 30–50%, with less reliance on the original audience.