- Category
- Unnamed medicine
- Design
- Two flights over five months
- Audiences
- Five tailored segments
- Outcome
- CR 0.23% → 0.32%; frequency 1.5×
An unnamed medicine brand wanted a more relevant conversation with buyers and an offline sales outcome. Across five months, Genius Desk ran two flights and two Sales Lift studies. After a baseline campaign, the team built five audience segments with distinct creative and landing pages. The second flight achieved average CR of 0.32% versus 0.23% for the broad message, with purchase frequency 1.5× the previous campaign.
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 broad message and 0.32% for the tailored flight, plus purchase frequency 1.5× the earlier campaign.
What brands can use
Choose a few genuinely different audience needs, build a relevant journey for each and measure the purchase outcome.
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.