Paid Media Strategy
To effectively support Yumove’s shift to a subscription-based model, we needed to understand the distinct mindsets of two key customer groups: one-time purchasers and potential subscribers. Our focus was on identifying the motivations and barriers for each audience and determining the right incentives to encourage non-subscribers to make the transition.
Given Yumove’s strong UK presence and extensive customer database, we recognised the opportunity to leverage this wealth of data to refine our strategy. By analysing purchasing behaviours, preferences, and engagement trends, we were able to craft targeted campaigns designed to resonate with each audience segment and drive meaningful action. This data-driven approach became the cornerstone of our success, ensuring that every element of the strategy was rooted in a deep understanding of the UK market and Yumove’s customers.
Implementation
We strategically segmented Yumove’s customers into three distinct groups: subscribers, one-time purchasers (non-subscribers), and new customers. This segmentation enabled us to deliver tailored messaging at the most impactful moments of their journey on the Yumove site.
We successfully attracted new customers by leveraging monthly promotions and aligning campaigns with seasonal traffic surges to maximize reach and engagement. This approach boosted new customer acquisition during peak times and ensured seamless integration of offers that resonated with each audience group, driving measurable results across the board.\
Management
Our paid media team took a hands-on approach, actively managing Yumove’s Google Ads and Microsoft Ads accounts while providing direct access to our account experts for ongoing guidance. Regular check-ins with Yumove, held weekly and monthly, were key to our success. These collaborative discussions offered valuable insights into digital acquisition strategies, enabling us to refine campaigns and optimise performance for attracting new customers.
The Results
