Objective: Drive subscriber acquisitions while maintaining an efficient cost per acquisition (CPA).

Strategy & Execution: Implemented a digital strategy that leveraged audience insights, past performance data and market trends to guide creative choices. Focussed heavily on the creative diversity of social media formats, visuals, messaging and styles. This approach appealed to different preferences, demographics, and consumption behaviours across platforms, keeping content fresh and relevant to encourage audience engagement, boosted campaign performance and reduced ad fatigue. Utilised historically efficient platforms with low CPMs to optimise reach and cost-effectiveness. Campaigns included precise and scalable audience targeting such as Advantage+ targeting, first-party data, lapsed customer re-engagement, lookalike audiences, broad and interest, alongside remarketing. Streamlined campaign structures and conducted extensive platform testing to refine strategies. Additionally, adapted to the distinct algorithmic behaviours of each platform to maximize impact in paid advertising efforts.