Opportunity 

A leading global CPG brand, wanted to validate a new business - a holistic cat wellness platform - by developing a personalized cat health assessment and selling targeted supplements.

FUNL delivered a multi-phase validation program, starting with quantitative research through demand testing, product prototyping and development, growth marketing, and launching a functional e-commerce MVP.

Work 

• Large-scale quant survey to understand audience receptivity and form testable assumptions.
• Digital demand test to test value propositions and an initial cat assessment.
• Collaborated with vets to develop a cat assessment that scores and ranks multiple conditions and provides tailored content and product recommendations.
• Ran a highly effective first-party acquisition assessment campaign.
• Building on strong evidence, developed a DTC e-commerce store to sell personalized cat supplements based on assessment recommendations.
• Developed the complete technology stack: e-commerce, application, email marketing, and fulfillment.
• Managed acquisition: Paid search and social, organic social, partnerships, email drip campaigns, remarketing.
• Tested messaging, bundling, pricing, and other variables.
• Provided customer support and social media interaction

Results

• A completely new way for the enterprise to test a product in the market, with FUNL managing the entire tech stack and marketing program.
• Extremely strong first-party acquisition results: 1.5x the lead target at 5.5x the conversion rate goal and 5x lower than the target CPA.
• The initial phase has concluded, and the business evaluates the next steps.

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