Case Study: Revitalising Digital Channel Growth and Sales

The Challenge

A global client faced a multi-year decline in sales. Their digital channel, while growing, was not expanding at a rate sufficient to offset the overall decline, nor was it proving to be cost-effective. Despite numerous attempts to address these issues, all previous initiatives had failed to yield a positive turnaround. The core problem was a lack of understanding regarding what truly motivated the target audience and how to build a connection that translated into action.

Our Approach

We began with a comprehensive analysis of the client's digital channels and their respective target audiences. This initial phase helped us to identify key segments and understand their current engagement patterns.

The next step was to conduct a TrustLogic^® Driver Analysis for these target segments. This proprietary analysis framework revealed a critical insight: out of the six TrustLogic^® dimensions, two were significantly more influential for this audience than the others—Relationship Trust and Benefit Trust.

With this focus, we then delved deeper to identify the specific reasons and proof points that were most trustworthy to the audience within these two dimensions. This enabled us to move beyond generic messaging and build a proposition grounded in genuine, audience-validated trust.

Based on these findings, we developed a new communications proposition. This proposition was not only focused on the key trust drivers but was also supported by the specific, high-impact trust reasons we had identified. The new creative assets were then implemented across digital marketing and advertising channels.

To ensure maximum effectiveness, we ran a series of digital experiments, including A/B testing on landing pages, to optimize the "trust flow" and improve overall performance. This iterative process allowed us to fine-tune the messaging and user experience for maximum conversion.

The Result

The strategic focus on Relationship and Benefit Trust, supported by specific, trustworthy reasons, and implemented through optimized digital experiences, led to a dramatic improvement. The client achieved a 53% increase in subscription conversion without any additional marketing investment. This success reversed the long-term sales decline and established a sustainable, cost-effective growth engine through the digital channel that was adopted globally.