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Adopt a Pet — incrementality testing
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Different business models need different playbooks. Explore our specialized divisions.
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B2B Lead Gen
Pipeline acceleration for sales-led B2B teams.
B2C Lead Gen
Volume + quality lead gen for consumer brands.
Ecommerce & Retail
Full-funnel performance for DTC and retail.
Brand Media
Awareness & consideration plays at scale.
User Acquisition
App & subscription growth across paid channels.
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A full-stack growth team — from media planning to attribution.
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Media Buying & Strategy
Plan, buy, and optimize across every paid channel.
Measurement & Analytics
Prove what works — and invest where it matters.
Creative
Ideas and assets that perform on every surface.
Brand Media

Build the market your lower-funnel campaigns need to convert

Brand media graphic with a share of search chart and a test versus control lift chart
Brand media investment planned with the same precision and measurement standards as every other channel in the mix, connected directly to downstream revenue outcomes.
Brand media graphic with a share of search chart and a test versus control lift chart

Why most brand media programs underperform

Brands that only invest lower-funnel eventually hit a ceiling. Gathered demand dries up, efficiency plateaus, and growth flatlines because nothing was being created upstream. By the time this shows up in the data, the deficit has been building for months.

Top-of-funnel is first on the chopping block for budget cuts. The logic is understandable since brand campaigns don't have an immediate revenue response, but cutting upper-funnel investment accelerates the exact problem it is trying to avoid.

Brand media gets treated as unmeasurable by default. Reach and frequency get reported, nobody connects them to business outcomes, and the budget gets questioned every quarter. When it can't be defended with evidence, it goes.

Our approach to brand media

Thrive runs media, data, and creative as one program. Measurement informs creative, creative informs media, and media decisions get validated by data.
The result is a cycle of learning that compounds over time.

Channel optimization

Upper-funnel channels selected based on where your specific audience actually spends time, with investment going where it creates real demand rather than where it's cheapest to buy impressions.

Campaign strategy

Brand and performance campaigns planned from a single brief so messaging stays consistent across awareness and conversion stages, and upper-funnel spend builds the story that lower-funnel campaigns close.

Focused metrics

Brand media measured against business outcomes through search lift, direct traffic uplift, and downstream conversion behavior, with overall program health tracked at the total revenue level so efficiency changes get caught early.
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Tempur-Pedic
Uber
Asana
MasterClass
coinbase
change.org

How Asana grew revenue by 86% from 2019 to 2020

Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly. They are empowering millions of teams across 190 countries to do great things with Asana.

Asana logoRead the Case Study

The Paid Media Growth Journey of Smith Optics

Smith Optics is an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to fuel fun beyond walls.

Smith Optics logoRead the Case Study

How ActiveCampaign scaled leads and sales YOY

ActiveCampaign's category-defining Customer Experience Automation (CXA) platform helps over 130,000 businesses in 170 countries meaningfully engage with their customers. Thrive scaled ActiveCampaign's lead and sales opportunities across multiple advertising channels, while maintaining ROAS.

ActiveCampaign logoRead the Case Study

How Earnest increased volume of leads by 40X

Earnest is a financial services company specializing in debt refinancing for students receiving a professional designation upon graduation from college. While Earnest generates a great deal of its business from its first-class reputation, engaging brand, and disruptive business model, a key component of its expansion plan was to launch a robust digital customer acquisition program across paid channels.

Earnest logoRead the Case Study

How Notion scaled spend, increased CTR and drove more engagement

Thrive Digital has helped Notion produce new creative assets to improve engagement and click-through rates, which helped ramp up their spends on Facebook to mirror their aggressive growth goals.

Notion logoRead the Case Study

How Arc'teryx grew paid revenue 43x over 6 years

Thrive Digital was hired by Arc’teryx in order to lead all digital media planning and buying initiatives. This included initiatives on social ad platforms like Facebook Ads and YouTube, paid search initiatives on Google Adwords/Bing Ads, and campaigns on remarketing channels, DoubleClick and numerous other digital ad buying channels.

Arc'teryx logoRead the Case Study

How Change.org increased awareness to scale meaningful change during COVID-19 and other important events.

Thrive Digital was asked to help Change.org maximize the reach of its users’ petitions, leading to change within local communities and globally. Our partnership with Change.org spanned across key global events such as Covid-19, the Black Lives Matter movement, and more.

Change.org logoRead the Case Study

How Adopt a Pet optimized channel investment strategy through incrementality testing

Determining true channel incrementality through geo-holdout experimentation to optimize media investment strategy

Adopt a Pet logoRead the Case Study
We've helped some of the world's best brands grow
“Thrive has restored my faith in agencies.”
Phu Bui
Phu Bui
Director of Trial Optimization, ActiveCampaign
Before lower-funnel efficiency starts declining. The signals to watch are rising CPAs on retargeting, shrinking remarketing pool sizes, and new customer acquisition rates that have plateaued despite increased spend. By the time those appear, the upper-funnel deficit has already been accumulating for months.
Explore brand media
Through downstream behavioral signals: branded search volume lift, direct traffic increases, conversion rate changes in lower-funnel campaigns, and total revenue trends. Where possible, Thrive uses geo-holdout testing to confirm causal impact rather than just correlation.
Explore incrementality testing
There is no universal answer. The right split depends on category maturity, competitive intensity, brand awareness levels, and the current health of lower-funnel channels. Thrive uses marketing mix modeling to recommend an evidence-based allocation specific to your business.
Explore marketing mix modeling
Upper-funnel investment builds the audience pools that lower-funnel channels depend on. More people aware of your brand means larger retargeting pools, higher branded search volume, better conversion rates on acquisition campaigns, and lower CPAs across the program. The effect compounds when upper-funnel investment is maintained and deteriorates when it gets cut.
Explore analytics and attribution

Upper-funnel investment that compounds into lower-funnel growth

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