TENA,
reaching 45+
with front-
loaded learning.
Ten broad, low-CPM clusters, each with its own Hashting cashback code. We deploy €15,000 across three waves that grow as certainty grows: test small, then scale hard into what redeems.
Target the life stage, not the condition.
Tena's category makes precise health targeting expensive and restricted on Meta, so we target the life stage and lifestyle around it instead. Ten broad clusters keep CPMs low, each carries a unique cashback code, and €15K flows through three growing waves. We spend the least while we know the least, then double down as redemption data proves which clusters convert.
Narrow interest stacks and health-condition targeting push CPMs up — small, contested, restricted audiences. Every cluster below runs on broad age, geo and lifestyle signals with audiences large enough to deliver efficiently, so splitting into ten barely moves the CPM.
€3K → €5K → €7K.
Budget grows as confidence grows. Wave 1 is a cheap, even-split experiment. By Wave 3 we're pouring the biggest budget into the clusters that have already proven they redeem.
Even split across all 10 clusters (€300 each). Small on purpose: the only job is a clean cost-per-redemption benchmark per cluster.
Reweight toward top redeemers, trim laggards, pause the worst. Roughly a 60 / 30 / 10 split across strong, mid and weak clusters.
Biggest budget, highest certainty. Pour into the 3–4 best clusters and scale the cashback lookalike off Wave 1–2 redeemers.
Relevant to Tena's 45+ world.
Built on affordable high-volume signals. Wave 1 budget shown at the even €300 split. Codes are illustrative.
One promise, many faces.
The same Tena hook — "Probeer TENA nu gratis" — re-shot per cluster so each audience sees itself in the ad. Below: the product-forward cut for broad life-stage audiences, and the Active Men cut for the sports cluster.
Full Tena range on screen. Used across Active Agers, Grandparents, Caregivers, Deal Seekers and the cashback lookalike — the widest audiences.
Male-led hero for the Active Men cluster. Same headline, same CTA, tuned imagery — keeps redemption attribution 1:1 while lifting relevance.
Codes in. Redemptions out. Reweight. Repeat.
Each cluster runs its own creative and unique cashback code for the duration of the wave.
Every code maps 1:1 to its cluster, giving true cost-per-redemption, not clicks or CPM.
Sort clusters by cost-per-redemption. Set the next (larger) wave's weights: scale winners, cut laggards.
Push the new split live with more budget behind proven clusters. Repeat, concentrating spend.
How €15K concentrates as waves grow.
Directional only — actual weights follow the redemption data. What matters is the shape: money flows toward proof.
1:1 attribution via unique cashback codes per cluster.
Broad targeting keeps CPMs efficient across all ten audiences.
Scale into proof — biggest spend behind proven redeemers.
Scan, land, redeem.
A working end-to-end proof: QR code → Tena landing page → cashback request. Each cluster gets its own version of this flow so redemptions map 1:1 to targeting.
