Background

Smart Balance wanted to grow subscriptions to its “Love Your Heart” email newsletter, where consumers can take advantage of special savings, health tips, recipes, and new product updates. The company was most interested in acquiring subscribers who fit its “Baby Boomer” ideal customer profile, and who had previously used one or more of its existing products in order to upsell new product lines. A top priority was to increase website visits and time spent on the site.

Campaign

Smart Balance’s agency of record, TBC, approached Fluent to develop a targeted customer acquisition campaign. Leveraging real-time interactions with customers, Fluent pre-qualified registrants based on age, gender, geography, and their interest-levels in heart healthy lifestyles before serving precision-targeted email opt-in ads for Smart Balance across its digital advertising network. Fluent applied automated lookalike modeling to prioritize generating new signups who would be most likely to visit and spend the most time on the Smart Balance website.

“We thoroughly enjoyed working with the Fluent team and appreciate the expertise they brought to the table in terms of customer acquisition planning and execution.” – Nichole Baccala, SVP, Director of Digital Strategy at Smart Balance

Results

Smart Balance’s campaign with Fluent resulted in a 37% increase in email subscribers, 42% growth in site visits and a 27% increase in time spent on its website.