How Peluva slashed their acquisition cost by 60% with GoAudience
Peluva's Beginnings
Peluva started with a bold vision to change the way the world walks. Over the past two and a half years, they've reimagined minimalist shoes, aiming to deliver greater comfort, function, and style all in one package.
Mark, a health enthusiast, and his son Kyle launched Peluva in 2021. Frustrated by the lack of comfortable and stylish minimalist footwear, they set out to create something better. Their shoes feature zero heel-to-toe drop, enhanced flexibility, spacious toe boxes, and thin soles. Today, their website proudly showcases these exceptional shoes, reflecting their dedication and innovation.
The Challenge
Peluva faced challenges with targeting the right audiences, which required extensive market research to update, customize, and optimize for their Ideal Customer Profile (ICP). They had key questions around their audience’s behavior and in which situations would they wear a pair of Peluvas! Moreover, their process to target a specific customer segment was slow and time-consuming, relying heavily on Meta’s broad targeting algorithm.
Goaudience's Moment
That’s where GoAudience entered the picture. Using AI to analyze Peluva's website, GoAudience crafted custom audiences by leveraging real-time spending data from 220 million US adults. They tapped into key consumer behaviors such as going to the gym and being into “biohacking” in order to validate their assumptions of how and why people would wear their shoes. This allowed Peluva to target the right customers more effectively and efficiently.
Impact and outcomes
Before launching with GoAudience, Peluva’s average Cost per Purchase was $112. Combining GoAudience's advanced targeting with a well-crafted Father’s day offer, the cost per purchase was slashed to $43, a whopping $69 in savings per acquisition. Moreover, Peluva was able to achieve these results in less than 3 weeks, demonstrating that GoAudience's AI targeting isn’t just effective; it’s transformative.
"GoAudience has helped us find and reach our early adopters more efficiently. Their custom audience lists and ease of use allowed us to be much more efficient in our customer research and respond to market signals immediately."
