Facebook

Headspace

MuteSix worked with the meditation and mindfullness subscription app to test and scale acquisition channels and drive new users to sign up for their subscriptions.

The Goal

Headspace had done very little paid acquisition, and needed to test and scale the acquisition channels that had the best ROI, driving new users to sign-up through their 1, 12, or 24 month subscriptions.

The Strategy

We focused our campaign entirely on driving new users through Facebook ads, driving new subscribers. We split our campaign into two core buckets- focusing on new-user-acquisition through new audiences and scaling remarketing to existing audiences, through existing email lists and audience pixels.

We generated new subscribers from Facebook at an ROI of 15x, which was their best performing traffic sources in terms of subscription acquisition, and return on investment. Our remarketing and retention campaigns helped us identify the ideal messaging to reinstate plans that had expired within 30-days, 60-days, and 90+ days, which reduced attrition by as much as 25%.

15x ROI 25% User retention increase 45% Target CPA decrease

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