Grammarly Case Study v2
Blockchain-Ads connected Grammarly with professionals and content creators through targeted AI and productivity segments. The campaign prioritized writers seeking AI-powered grammar checking, content generation, and intelligent writing enhancement solutions.
Campaign Overview
Grammarly, the AI-powered writing assistant, sought to expand their user base beyond existing channels to reach professionals and content creators. With a total ad spend of $744,000 over 90 days, the campaign targeted writers seeking AI-powered grammar checking and content generation tools.
Strategy
The campaign employed strategic audience targeting across behavioral and interest-based segments:
- Audience Targeting: Targeted AI Tech Users and SaaS Subscribers actively using productivity tools, interested in AI Creators, Generative AI, and Workplace Productivity segments seeking writing enhancement solutions.
- Ad Creative Strategy: Messaging emphasized generative AI capabilities and real-time writing assistance to resonate with professionals and content creators.
- Retargeting Strategy: Sequential messaging moved users from awareness to free trial through progressive feature demonstrations and use cases.
- Campaign Optimization: Real-time performance monitoring adjusted targeting parameters to maximize signup rates across professional and creator segments.
Results
- Total Conversions: 12,000 new registered users across web and mobile platforms during three-month campaign period
- Total Reach: 7.4 million qualified impressions delivered to AI creators and workplace productivity-focused audience segments
- Conversion Rate: 3.5% from impression to completed free trial signup, exceeding AI writing tool industry benchmarks
- Cost Per Acquisition: $62 per new user, delivering efficient growth within AI productivity software acquisition cost parameters
- Return on Ad Spend: 9.8× return measured by user lifetime value projections and premium subscription conversion rates
Why It Worked
- Precise Audience Targeting: AI Creators and Generative AI segments delivered highly qualified users already creating content with AI tools
- Strategic Market Positioning: Messaging focused on generative AI writing resonated with professionals seeking communication efficiency and content quality
- Behavioral Targeting Advantage: AI Tech Users showed higher premium subscription conversion rates compared to general productivity software audiences
- Interest-Based Reach: Workplace Productivity and AI Creators targeting connected with professionals actively seeking writing enhancement tools
- Platform Timing: Campaign launch aligned with growing adoption of generative AI writing tools and workplace communication automation
Conclusion
Grammarly's user acquisition campaign demonstrates the effectiveness of combining Behavioral Targeting and Interest-Based Targeting for AI writing products. The AI Creators, Generative AI, and AI Tech Users segments delivered highly qualified users with immediate writing assistance needs. This targeting approach proved particularly effective for AI writing tools competing in emerging generative AI markets. The campaign's success validates the strategy of reaching professionals and creators through precise audience segmentation around AI capabilities. Grammarly can scale this approach across additional markets while maintaining efficient Cost Per Acquisition metrics.
Success Stories
What success looks like
.webp)
.svg)
.webp)
.webp)
.webp)
.webp)
