Case Study 2: When a Value Proposition Needs to Acquire Leads Another reason to experiment with landing pages is lead generation. The goal is to acquire as many email addresses as possible of real people who have had some level of exposure to your value proposition. In Chapter 7, I explain how Jared created an explainer video to articulate the benefits of trading. This occurred before our MVP testing phase, and it’s a good example of customer acquisition through landing pages. First, Jared ran an ad campaign on Facebook. He specifically targeted Facebook users who lived in the US who had “liked” the Beats by Dre electronics page. He ran two different ads, one of which you can see in Figure 9-20.