Building the plane while flying it

Supersapiens is a fast-paced tech startup offering an award-winning CGM app (continuous glucose monitor). We came onboard to help, in part, build an ad strategy that could show positive ROI and reduce CAC. It was important to show some immediate revenue growth in board meetings, but we also wanted to focus on longer-term, more cost-effective approaches.

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The Problem

A brand new category of product (CGM for non-diabetics) makes it hard to build trust and adoption. Sure, we'd scoop up the biohackers pretty easily. But for the larger population — we had some explaining to do. So much explaining, that it simply couldn't be done in the flash of a social scroll. Enter: email.

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The New Middle Of Funnel. Email.

The only way to keep costs down would be to pay Silicon Valley for each set of eyeballs once. The goal of every ad dollar became email capture, setting ourselves up to convert on our home turf, virtually for free, from our email database.

We quickly came up with a funnel that delivered a series of "training guide" emails, with an ad series geared towards athletes of mid to upper-level.

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The Results

They gobbled it up. At an average of $3 / lead we drove over 60k email sign-ups an about 90 days. From there we held a steady conversion rate to purchase. And many on that email list were there for weeks before purchasing. We set ourselves up for longer-term success by avoiding ads that drove straight to sales, and instead put contacts into a weeks-long nurture series.

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