Prior marketing efforts for CROSSNET were unsuccessful at flushing out an optimal customer persona, instead focusing on a mass appeal approach. After studying the data that we had compiled, it was clear that women 35+ were the ideal target demographic, so our efforts shifted to hone in on this market. This allowed us to bypass many of the limitations that a tight budget pose, making spend more efficient. Given the nature of the product, it was fair to assume that these 35+ year old women were mothers, aunts, or something similar purchasing the game for children to play. Based on this assumption, we repurposed struggling creatives to appeal towards our target demographic and after initial tests proved our assumption to be correct, we were able to scale quickly.