Hello Media discovered that the existing simple, broad targeting strategy was automatically targeting the known older customers and younger females were being neglected by the algorithm, with majority of impressions prioritised to males 35 and over. We recommended a multi-layered test in which specific female persona and product driven audiences received separate budget and 3 distinctively different creatives. This identified both top performing audiences and the creative that delivered the highest return, giving the brand confidence to scale their ad spend behind content that drove sales from younger female driven audiences. Hello Media’s bespoke strategy drove a staggering increase in ROI across key audiences, while limiting wastage across non-performing datasets.