Flow Club decreased cost per signup by 46% with Kaya

Kaya offers strong value prop to an early-stage startup like us. They bring all the requisite expertise together with a streamlined, transparent workflow.

We know exactly what they’re doing, when they are doing it, how experiments are performing, and what experiments we are testing next. All without any of the baggage that comes from traditional agencies or the effort that it’d take to hire our own team.

Ricky Yean

Cofounder & CEO

About Flow Club

Flow Club is an online co-working community for remote, independent and neurodiverse workers to boost productivity and confidence. Through specially designed virtual co-working sessions, it provides accountability and community support to help members stay focused, motivated, and achieve more. Backed by Y Combinator, Worklife Ventures and renowned investors like Paul Graham, Flow Club combines technology with human connection to transform how people work in this digital age.

The Challenge

With firsthand experience in paid acquisition, Flow Club saw the potential for growth but lacked the resources to fully optimize their campaigns. As a lean team, they needed expert guidance to help manage campaigns end-to-end and explore new acquisition channels.

Kaya helped Flow Club increase acquisition while reducing costs through its experienced team, and streamlined, data-driven processes.

Our Approach

We conducted an in-depth analysis of Flow Club’s unique value proposition, as well as its existing Google and Meta campaigns. Key areas for improvement included:

• Campaign structure was misaligned with acquisition goals, with large proportion of the budget spent on ads shown to existing users rather than attracting new ones.
• Ad creatives and messagings lacked varieties.
• Experiment planning and execution cycles were long.
• New growth opportunities were left untapped, due to a lack of resources.

Here’s What We Did

1. Ad Optimization

• Campaign structure: We restructured the campaigns to align with acquisition goals, shifting focus from existing users to new user acquisition. This strategic realignment resulted in a 46% reduction in cost per signup.

• Ad format: We introduced YouTube and Facebook video ads into its ad mix. By tapping into Flow Club's organic content goldmine, we transformed existing videos into high-performing ads upon thorough analysis. We also collaborated on fresh video content to keep the campaigns engaging and dynamic.

• Ad creatives and messagings: We designed eye-catching images that showcase the product and engagement-driving memes, which contributed to its success in Facebook ads. We also analysed their organic content and identified videos suitable for ads, maximizing their content value through repurposing. Below are some ad examples:

2. Rigorous Experimentation

• Expertise- and tech-driven processes: We brought together seasoned marketers and designers to craft campaigns with transparency and efficiency. By blending human expertise with our cutting-edge AI and automation tools, we accelerated learning, further reducing costs.
• Keyword testing: We performed in-depth keyword research for Flow Club’s search ads, fine-tuned ad copy and bidding strategies to ensure their ads reached high-intent users.
• Competitor analysis: We reviewed their competitors’ search and social ads to uncover gaps and opportunities, including trends in ad formats and shifts in budget allocation. [Get your free competitor analysis report here]

3. Introduced Full Funnel Marketing

• As Flow Club is breaking new ground in an emerging market, we recognized the need to educate people about the problem, solution, and benefits.
• To achieve this, we developed diverse campaigns that connected with our target audience across various platforms, effectively guiding them through each stage of the funnel.

Results

The partnership between Kaya and Flow Club saw significant improvements through refined targeting and experimentation flywheel:

• Reduced cost per signup by 46%
• Introduced Facebook and YouTube ads, resulting in increased brand awareness while maintaining cost efficiency
• Optimized campaigns through rigorous keyword testing and ad design; helping Flow Club to scale its user acquisition

Ready to improve acquisition while slashing costs like Flow Club?