ExpressVPN
CASE STUDY
ExpressVPN案例研究
125,000
获取的订阅者总数
$11.125M
订阅收入
$89
每位订阅者成本
14.2x
广告支出回报率
Company
ExpressVPN
Campaign Type
用户获取
Industry
软件和AI
Case Timeline
90天
Strategy
通过以安全为重点的信息和地理解锁优势，针对注重隐私的用户和流媒体爱好者，推动高级VPN订阅。
活动概述
ExpressVPN是一家领先的高级VPN服务提供商，专注于隐私和流媒体访问。该活动旨在在北美市场获取付费订阅者。ExpressVPN在90天内投资了$11.125M，针对注重隐私的用户和流媒体爱好者。
策略
以隐私为中心的获客策略包括：
- 受众定向：针对对工作场所生产力感兴趣的SaaS订阅者和AI技术用户，以触达寻求数字安全解决方案的受众。还针对SaaS购买者和营销技术，以触达对隐私保护工具感兴趣的企业。
- 隐私优先信息：强调高级加密、无日志政策和独立安全审计以建立信任。突出Netflix的地理解锁功能和娱乐用户的国际内容访问。
- 专业安全定位：针对需要安全互联网连接进行工作的远程工作者和数字游牧民。
Results
- 获取的订阅者总数：125,000名
- 订阅收入：年度经常性收入$11,125,000
- 展示次数：在隐私和安全平台上展示6,730万次
Why It Worked
- 隐私优先定向：触达积极研究在线安全和隐私保护的用户，确保了高订阅意向和84%的强大功能采用率
- 流媒体整合：强调Netflix、流媒体服务和国际内容的地理解锁功能，吸引了以娱乐为中心的用户
- 安全定位：突出高级加密、无日志政策和网络安全保护，与注重安全的专业人士和远程工作者建立了信任
Conclusion
ExpressVPN以隐私为中心的获客活动证明了通过全面的保护信息定向安全意识用户的有效性。战略性地强调在线隐私、流媒体访问和专业安全功能，在保持强大的客户终身价值的同时实现了卓越的订阅者规模。这种方法证明了高级VPN服务可以通过有针对性的SaaS受众细分来推动数量和收入。
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