The Which? business depends on paid subscriptions to reviews, a model that was facing an existential threat from the growth of free reviews online. To find a new path to growth, the brand re-framed the category to answer a new consumer problem that free reviews couldn’t. The resulting campaign used fame-driving brand communications alongside smart multi-channel acquisition marketing to persuade thousands to sample Which?. As a result, Which? saved 57% of trial members it would have otherwise lost, helping to arrest a downward trend in revenue decline.