Increasing Campaign Scale by 203% through Custom Audience Modeling


The Challenge

A well-known health and dieting brand partnered with Varick to uncover new ways to keep up in highly competitive marketplace and learn more about their audiences.

The Execution

Layered on contextual targeting to reach audiences on relevant food and cooking related sites.

Analyzed data on the top performing creative to optimize toward more effective messaging mid-flight.

The Insight

Harnessed Amazon data segmentation to pinpoint past shopping habits of the targeted audience.

Custom Audience modeling to find new audiences who shared the shopping interests and preferences of current customers.

The Impact

203% increase in campaign scale by retargeting to newly identified audiences

98% rise in consultations by shifting focus to creative highlighting product features