We began by mining the available data and evaluating target audiences to determine what channels would most efficiently boost brand awareness and drive higher dollar sign-ups amongst a niche audience. Our greatest potential for conversions: an audience of hard-to-reach Amazon sellers. To maximize ROI, we sent a passback ID into the DSP based on the type of plan users were signing up for. We then built a look-alike model to drive brand awareness against an audience specific to premium plans, shifting the focus away from ShippingEasy’s $0 starter plan. Partnering with Nielsen on a brand lift study allowed us to measure the effectiveness of the brand awareness campaign and collect insights around which messaging drove the highest lift, and at what frequency.