Our strategy was designed to navigate the challenges of scarce conversion data for machine learning due to higher average order value (AOV) and the industry-wide move back to in-person operations - a shift that was in stark contrast to our digital-first strategy. Our strategy was structured into four distinct phases:

Phase 1: Increasing brand awareness through a YouTube prospecting campaign to counteract the decline in the virtual office market.

Phase 2:  Targeting non-intent keywords using insights into new entrepreneurs' initial steps which is the audience that is likely to have a longer lifespan.

Phase 3:   Enhancing the algorithm with only new customer data from soft conversions created from lead generation funnel.

Phase 4:   Transitioning from focusing on lead generation to acquiring new customers.