Case Study — GTM · AOR · Education Funnels

Figuring Out Product Market Fit Through Education Funnels

DTCo kicked off with ARMRA, a DTC colostrum supplement brand, towards the end of 2021 as the business was recalibrating after an out of stock streak and a need to scale and expand their audience.

We built a strategy and plan that focused on the unique benefits of colostrum that became the path for increasing ARR by 25x YoY while lowering CAC.

The Starting Point

An audience ceiling that needed to break.

When we first started working with ARMRA, their approach was interest-targeted ads — specifically focused on a gym audience with messaging that positioned their product as an alternative to protein supplements. They saw signs of success, but also faced growth limitations, with a strong desire to broaden their overall audience.

We took learnings from this isolated approach and developed a strategy to educate consumers about colostrum, but also test different messaging and value props that would most resonate with consumers.

The Product Challenge

Colostrum is a dairy superfood with a wide range of benefits — from boosting metabolism, supporting sleep, improving mood and focus, upgrading energy, and enhancing skin radiance and hair growth. That’s a lot for a consumer to process while scrolling social media. Each benefit could be its own angle, its own audience, its own funnel.

The Strategic Insight

So how can a brand communicate all of its value props in a single ad?

The answer is, you don’t.

Top of funnel messaging is meant to intrigue and engage — hook a specific person with a specific problem. Mid-funnel messaging, once the user lands on site, is meant to empower them to make a purchase. These are different jobs that require different content.

To determine which benefits would resonate and how we could educate consumers to drive growth, we had to create multiple, scalable funnels — each targeting a different persona, a different benefit angle, a different version of the ARMRA customer.

“To determine which benefits would resonate and how we could educate consumers to drive growth, we had to create multiple, scalable funnels.”

The Framework

One funnel looks like this:

Each funnel matched a specific benefit to a targeted audience, then educated them through the path to purchase.

1. Facebook Ad

ARMRA

See the full results.

Figuring Out Product Market Fit Through Education Funnels

An audience ceiling that needed to break.

So how can a brand communicate all of its value props in a single ad?

One funnel looks like this:

The compounded result of building, testing, and scaling multiple benefit-specific funnels simultaneously.

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