Nillion
Finding the audience for NilGPT
Organic audience tests helped focus the creative on Gen Z women before moving it into paid ads.
- Audience groups tested
- 3–4
- Audience focus after testing
- Gen Z women
- Reported ad click-through rate
- 30%+
The brief
Find which consumer audiences would respond to and use NilGPT, a privacy-focused AI chat product.
What we did
- Broke the audience into approximately three or four groups and recruited UGC creators suited to those groups.
- Tested content organically to understand which audiences related to it and used the product.
- Focused subsequent content on Gen Z women after they showed stronger response, then ran that content as ads.
Results and measurement
- Gen Z women emerged as the audience to focus on in IPM’s campaign testing.
- 30%+ ad click-through rate (CTR) reported by IPM. CTR describes clicks relative to ad impressions; it does not establish retention or revenue.
The takeaway
The audience tests changed the creative brief. Production and paid distribution followed the segment that showed stronger response.
Product and work links
Campaign account and ad CTR reported by Infinite Pulse Media. Click-through rate is a creative-response measure; acquisition cost and retention are separate outcomes.