ExpressVPN Case Study
Targeted privacy-conscious users and streaming enthusiasts to drive premium VPN subscriptions through security-focused messaging and geo-unblocking benefits.
ExpressVPN is a leading premium VPN service provider focused on privacy and streaming access. The campaign aimed to acquire paid subscribers across North American markets. ExpressVPN invested $11.125M over 90 days targeting privacy-conscious users and streaming enthusiasts.
Campaign Overview and Strategy
The privacy-focused acquisition strategy encompassed:
- Audience Targeting: Behavioral Targeting focused on SaaS Subscribers and AI Tech Users seeking digital security solutions. Interest-Based Targeting reached SaaS Buyers and Big Tech segments interested in privacy protection tools.
- Privacy-First Messaging: Emphasized advanced encryption, no-logs policy, and independent security audits to build trust. Highlighted geo-unblocking capabilities for Netflix and international content access for entertainment users.
- Professional Security Positioning: Targeted remote workers and digital nomads requiring secure internet connections for work.
Results
- Total Subscribers Acquired: 125,000
- Subscription Revenue: $11,125,000 in annual recurring revenue
- Impressions: 67.3 million across privacy and security platforms
Why It Worked
- Privacy-First Targeting: Reaching users actively researching online security and privacy protection ensured high subscription intent and strong feature adoption rates of 84%
- Streaming Integration: Emphasizing geo-unblocking capabilities for Netflix, streaming services, and international content appealed to entertainment-focused users
- Security Positioning: Highlighting advanced encryption, no-logs policy, and cybersecurity protection built trust with security-conscious professionals and remote workers
Conclusion
ExpressVPN's privacy-focused acquisition campaign demonstrates the effectiveness of targeting security-conscious users through comprehensive protection messaging. The strategic emphasis on online privacy, streaming access, and professional security features achieved exceptional subscriber scale while maintaining strong customer lifetime value. This approach proves that premium VPN services can drive both volume and revenue through targeted SaaS audience segmentation.
Success Stories
What success looks like
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