ExpressVPN

ExpressVPN Case Study

125,000

Total Subscribers Acquired

$11.125M

Subscription Revenue

$6.3

Cost Per Acquisition

14.2x

Return on Ad Spend

Company

ExpressVPN

Industry

SaaS & Tech

Duration

90 days

Budget

$783,000

Objective

Targeted privacy-conscious users and streaming enthusiasts to drive premium VPN subscriptions through security-focused messaging and geo-unblocking benefits.

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Campaign Overview

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 $783K over 90 days targeting privacy-conscious users and streaming enthusiasts.

Strategy

The privacy-focused acquisition strategy encompassed:

Audience Targeting: Targeted SaaS Subscribers and AI Tech Users interested in workplace productivity to reach an audience seeking digital security solutions. Also targeted SaaS buyers and marketing tech to reach businesses interested in privacy protection tools.
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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.

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Results

Total Subscribers Acquired: 125,000
Subscription Revenue: $11,125,000 in annual recurring revenue
Impressions: 67.3 million across privacy and security platforms

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No items found.

Inactive-State

Active State

Execution

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

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Launch Similar Campaign

Insights & Learnings

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 high 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.

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