DeepSeek, the cost-effective AI assistant, ran a 90-day acquisition campaign on NEXUS to scale adoption among tech-savvy early adopters and AI tool users seeking affordable alternatives to premium platforms like ChatGPT and Claude.
With a $189,000 budget, DeepSeek efficiently captured high-intent users while maintaining a low cost per acquisition and strong return on ad spend.
Campaign Objective and Setup
The campaign aimed to acquire new registered users at scale while positioning DeepSeek as a cost-effective, open-source alternative in the competitive AI assistant market.
Audience Targeting Strategy
NEXUS delivered the campaign to AI Tech Users and SaaS Subscribers actively using productivity tools. Targeted segments included AI Enthusiasts, Generative AI, and AI for Business, ensuring the audience consisted of users evaluating AI solutions for personal and enterprise productivity.
Creative and Market Positioning
Ad creatives emphasized cost-efficiency, open-source accessibility, and practical AI capabilities, differentiating DeepSeek from premium competitors. Messaging spoke directly to budget-conscious users and early adopters, highlighting real-world applications and value.
Sequential Retargeting and Conversion Flow
Sequential messaging guided users from awareness to app registration. Early-stage creatives showcased DeepSeek’s AI features, while retargeting reinforced productivity use cases and workflow integration, accelerating conversions.
Campaign Optimization
Real-time performance monitoring continuously refined audience segments and creative delivery. Optimization focused on maximizing registration rates across high-intent user groups while maintaining efficient CPA.
Campaign Results
Over the 90-day campaign period, DeepSeek achieved:
- 45,000 new registered users across web and mobile platforms
- $4.20 cost per acquisition per user
- 3.8% conversion rate from impression to registration
- 8.2 million qualified impressions delivered to AI-interested and tech-savvy audiences
- 14× return on ad spend, based on projected lifetime value and subscription conversion
Observations
AI Enthusiasts, Generative AI, and AI Tech User segments consistently delivered high-intent users with strong adoption potential. Cost-focused messaging accelerated uptake among users seeking affordable alternatives, while sequential retargeting ensured sustained engagement and registration completion.
