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.

See our strategy & results>

Our Solution:

  • Use the research insights, such as “fear of losing critical data”, to develop resonating creative that included compelling promotional offers.
  • Add brand response television as a new marketing channel to complement existing print, online and radio.
  • Optimize 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).


Carbonite Case Study