A Few Marketing Highlights... Outside of Music
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
WeWard, a French app that rewards users for walking, entered the US needing a sub-$1 CPA to be profitable. I connected with Jack the Great (@light4079) - a 12-year-old boy with autism who loves watching lights turn off - on Instagram. I brought him to WeWard's Manhattan rooftop to watch the Empire State Building's lights turn off, where he invited his followers to join an in-app event where they needed to cumulatively walk 250 million steps in one month. In doing so, we sent Jack to Paris to watch the Eiffel Tower's lights turn off! The campaign got Jack on the Jennifer Hudson show, among others. Virality aside, this was the company's first profitable campaign in the US and opened the door for significant growth.
I also partnered with well-known US charities like the American Cancer Society to allow these thousands of users to donate their steps to additional causes they cared about, even after Jack's Race concluded. This product-focused approach resulted in happier, stickier users.
DOUBLING DOWN ON FanDuel Casino's Welcome Offer
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
Escaping from the sea of sameness with the 15% Deposit Match offer run by online casinos, I tested and launched a new 24-hour Risk Free mechanic where users would receive any first day losses back as site credit, up to $1,000. In addition to substantially driving up acquisition numbers and decreasing CPAs on Paid channels, new player LTV increased by 30%.
I also designed and implemented the first cross-product Refer a Friend program in online Sportsbook/Casino history, which resulted in industry-best cross sell numbers.
ACING Arccos Golf's Full-Funnel Performance
WeWard's SPRINT TO PROFITABILITY: Jack's Race to Paris
ACING Arccos Golf's Full-Funnel Performance
I crunched some numbers and saw that the 45-day free trial business model was far more beneficial to the company (and users) than the alternative ecom offering. To maximize performance, I:
- Worked with the design and engineering teams to create a seamless trial activation flow for users from all entry points, while increasing the % of Paid budget directing prospects here.
- Tested including and discounting optional wearable tech (the Link) directly within the activation flow, increasing trial-to-member CVR and company revenue/profit.
- Created sequential messaging that educated and excited users, owning the full customer lifecycle while managing one junior marketer.
- Launched a free sensor program for renewing members, solving a common user pain point and improving yearly retention.