01 — Snapshot

02 — The Challenge

The brand wanted to grow online beyond its core audience of health-conscious Asian women while protecting existing sales.

03 — Market & Audience

Our customer review surfaced a second buyer: men purchasing for a partner or mother. That insight positioned the broth as a gift of health.

04 — Creative Strategy

I developed gifting creative for the new audience and kept the existing creative for core buyers. For Lunar New Year, messaging focused on health gifts for family.

05 — Media Buying

• Prospecting · I held core-audience spend steady, launched a separate campaign for men, and excluded existing customers. We tracked first-time purchases against the customer list.
• Budget timing · During Thanksgiving, CPM and CPA rose while the creative and audience stayed the same. The team read that as auction pressure and held most of the budget for the weeks before Lunar New Year.

06 — Results

• About 30% more new customers without a decline in existing sales.
• About 80% lower CPA before Lunar New Year compared with Thanksgiving, at similar spend.

07 — Skills Shown

Audience insight · Gifting creative · Meta prospecting · CPA diagnosis · Seasonal budget planning