Irreplaceable Success: Cost-Per-Sale decreased by 46%
Client Background: Carbonite is an online file back-up service designed for individual users, home offices and small businesses.
Client Challenge: Carbonite needed to build brand awareness, differentiate its product features and benefits and stimulate sales necessary to achieve a less than $100 cost per sale (CPS).
Our Strategy: Conduct market research and focus group testing to uncover and refine target profile and brand benefit insights.
Our Solution: We then used the research insights, such as “fear of losing critical data”, to develop resonating creative that included compelling promotional offers. We added brand response television as a new marketing channel to complement existing print, online and radio. Finally, we optimized the media campaign on an ongoing basis.
Campaign Results: Hawthorne’s TV spots reduced Carbonite’s CPS by an average of 46%—coming in at $52, well under its $100 CPS goal. This success allowed Carbonite to expand their primarily business-to-business (B2B) footprint to include business-to-consumer (B2C).VIEW COMMERCIAL