Rethink your targeting

Welcome to The Playbook—your backstage pass to marketing mastery. We don’t just share tips; we hand you strategies to dominate the field. Get ready and make bold moves in the ever-evolving marketing game. 🎯

📈 Rethinking Demographics: A Tale of Two Age Groups

Understanding and capitalizing on the nuances of different demographic segments can lead to significant gains. A detailed analysis of 40,000+ health supplement orders revealed a stark contrast in consumer behavior between younger and older audiences, leading to strategic pivots that tripled revenue from the 45+ age group. Here’s a breakdown of the insights and strategies that transformed business outcomes.

Young Audience (25-34): The Search for Quick Fixes

For the younger demographic, engagement metrics like click-through rates were moderate, but conversion rates and retention posed challenges. This group was more influenced by:

• Immediate stress relief and performance enhancements.

• Sensitivity to pricing and prone to seeking budget-friendly options.

• Higher return rates, indicating dissatisfaction or mismatched expectations.

Older Audience (45+): Valuing Longevity and Loyalty

Conversely, the older segment, though initially showing lower engagement rates, exhibited significantly better conversion metrics and brand loyalty. Their buying triggers included:

• A strong focus on health maintenance and preventive care.

• Higher valuation of quality over price.

• Substantial brand loyalty once they trust a brand.

Strategic Overhaul for Targeted Engagement

Armed with these insights, significant changes were implemented to better cater to the distinct needs of each age group:

• Age-Specific Creatives: Tailored advertising creatives that resonate with the unique preferences and concerns of each age group.

• Optimized Landing Pages: Customized landing pages that address specific motivations and barriers faced by each demographic.

• Pricing Strategy Adjustments: Flexibility in pricing to accommodate the price sensitivity of the younger audience while emphasizing value and quality for the older group.

• Refined Messaging: Shifted core messages to highlight quick, effective solutions for younger consumers and long-term health benefits for older customers.

Results: A Shift in Revenue Streams

These strategic shifts led to a threefold increase in revenue from the 45+ segment, which now accounts for 40% of total sales. This success story underscores the importance of demographic insights in crafting effective marketing strategies.

Conclusion

This case study serves as a compelling reminder that age is more than just a number in marketing. By understanding and addressing the varied needs and preferences of different age groups, businesses can unlock new growth opportunities and drive substantial increases in revenue.

Credits: Ananya Roy Via LinkedIn

Partnership with Insense

Influencer Seeding and UGC Made Easy for 2025 

Want high-performing UGC and efficient influencer collabs but no team to manage them?

Say hello to Insense.

Insense isn’t just a UGC and influencer platform. They also provide diverse agency services, including fully managed product seeding campaigns, influencer management, monthly ready-to-use UGC video ads, and more!

2,000+ eComm brands and agencies use Insense, including Obvi, Solawave, Quip, and Revolut.

Connect with Insense’s in-house agency team and save yourself 20+ hours per month!

What are you waiting for?

Book a free, no-commitment strategy call by Jan 24 and get up to 20% off their agency services.

🐿️ Tweet of the Day

You’ve got the plan—now it’s time to execute. Thanks for being part of The Playbook squad! Let us know if this was helpful or not so we can keep the play strong with all the right ploys.