To pursue this objective, we set-up all advertising campaigns with a focus on the conversion : ‘subscription’. The entire funnel within Facebook and Instagram is constructed according to the various stages of the customer journey. Despite promising short-term results of this campaign strategy with lots of subscriptions, costs per registration started to increase. We also noticed target groups started to change as well as their behaviour. The target group previously used generic diet search terms, but their knowledge about the various diet types in the markt has increased considerably; partially because of influencers and social contacts. As a result, the target group has split into sub-target groups, with each sub-group having its own specific and new interests. These changes to target groups and their behaviour forced Atkins to look for a way to reposition itself in the markt in order to regain control over the competition. On our way to that new position, we wanted to lower the CPA, which in january 2020 still was €5.30.