A clothing retailer’s awareness campaign has unique reach as the main objective. To focus on new customers, suppression lists are added to exclude customers who have made a purchase within the last 12 months. The campaign maintains a low frequency and low cost per mille (CPM) of $3.60, but the total reach is below expectation, reaching only 55,000 unique users.How can the media planner improve performance while staying focused on new customers?

The primary goal is to increase reach while still focusing on new customers. Expanding audience parameters by relaxing exclusions to customers who purchased in the last 90 days (instead of 12 months) will broaden the eligible audience pool, thereby increasing potential reach without entirely abandoning the "new customer" focus. This allows the campaign to reach more individuals who haven't recently purchased, thus still prioritizing new customer acquisition. Implementing a frequency cap on the current audience would limit impressions per user, which might slightly increase unique reach but won't significantly expand the overall audience size. Removing suppression lists entirely would broaden the audience but would also include recent purchasers, deviating from the "new customer" objective. Running a collection ad is a creative format choice and doesn't directly address the issue of low reach or audience targeting.