Norton
CASE STUDY
Increasing market share through innovative and strategic pricing
NORTON
Norton is a trusted leader in computer security, offering a comprehensive range of solutions to safeguard devices from a wide array of online threats.
Their flagship product, Norton 360, provides a robust layer of defence against viruses, malware, ransomware, and other malicious software. It also includes features like password management, VPN, dark web monitoring, and parental controls, ensuring a holistic approach to cybersecurity.
PROBLEM
The client approached us with the goal of expanding their market share and boosting sales in North America while maintaining and improving their ROAS in the region. Traditionally, as volume increases, ROAS tends to decline in North America. However, through innovative pricing and product strategies, we successfully avoided this challenge, achieving growth in both sales volume and ROAS stability.
INSIGHTS
- Strategic Product Focus: Shifting towards higher AOV SKUs enabled Norton to optimize pricing, increase spending, and drive volume in a high-cost market.
- Enhanced Media Efficiency: Aligning media costs with product value allowed for improved ROAS and the acquisition of high-value customers.
- Strategic Timing: Timing marketing efforts before the Q4 seasonal push maximized impact and boosted sales.
- Significant Growth: Norton achieved a projected 155% YoY growth in North America, accompanied by a 75% increase in ROAS.
APPROACH
We collaborated with the client to promote higher AOV (Average Order Value) SKUs, enabling a more flexible rate structure. This strategy allowed us to increase spend and scale volume in North America – a region with traditionally elevated media costs. By aligning media costs with product value, we successfully optimized the client’s ROAS, delivering higher-value users at an increased volume
RESULTS
The efforts above allowed us to increase to a projected 155% increase in North America while also seeing a 75% increase in ROAS in Q3 and Q4. We also worked with the client to time all of this before the Q4 seasonal push.
Overall, Norton’s success can be attributed to a combination of strategic product positioning, effective media utilization, and precise timing.
