Emerging Wellness Brand
Finding the Customer Behind the Product
A brand with strong product-market fit and unfocused messaging cut new customer acquisition cost by 22% in 60 days.
- Industry
- Health & Wellness
- Focus
- Audience personas, positioning, messaging
- Timeframe
- 60 days (results window)
-22%
new customer acquisition cost () over 60 days
Differentiated
brand strategy built on customer insight, not demographics
The challenge
The product had strong product-market fit, but the messaging lacked focus. One underserved group of parents was already drawn to the product because of its format. The brand just wasn't speaking to them directly.
The approach
Developed audience personas to understand who was buying and why.
Refined positioning around what made the product matter to those customers.
Built messaging around an underserved customer segment.
The results
- Reduced new customer acquisition cost by 22% over 60 days
- Created a differentiated brand strategy rooted in customer insight rather than demographics