Trove Collective
Defined and executed the go-to-market strategy for the iOS app's closed beta launch. Conceptualized, developed, and managed a successful Ambassador Program which led us to hit our goal of our first 1500 founding members. In charge of content development, demand generation, super users campaign, and community building.
Signed Ambassadors
Downloads
Cost per Acquisition
WAU
Trove is a social microblogging platform where professional pursuits meet personal passions. It cuts through the noise to curate knowledge while learning from others. From favorite book recommendations to life-changing recipes, the Trove IOS app becomes a personal hub to curate one's passions with less distractions.
When this startup raised $375K angel-backed in late 2021 they decided to allocate a $100-$120k budget for their Go-To-Market strategy, and once they completed their MVP it was time to roll out a closed Beta.
1. Hit 1k-2k beta testers in a period of 4 months
2. Reach a 70% Weekly Active User (WAU) rate
3. Achieve a Cost per Acquisition ratio lower than $20
Following the Company's values I proposed a ground swell/organic strategy, with a strong focus on their user acquisition funnel, while simultaneously increasing their user engagement KPIs.
Trove had just launched its product into private beta and its objective was to hit 1k-2k founding members, ensuring a controlled beta stage that would allow them to demonstrate strong and steady user growth, heavily weighted toward bringing on people who wanted to create content in the app.
Create a community of our early super users and achieve a strong referral rate.
Built an ambassador program, identified community evangelists and influencers across 5 different ICPs, recruited them, defined incentive programs, and measure the effectiveness of their work.
The influencer campaign I designed included 3 monetization opportunities for our ambassadors:
1. Creation of a Trove Profile including at least 12 in-app microblog posts for a fixed amount.
2. User acquisition, measurable through their unique sign-up code at a $10 rate per new user.
3. Introduction with potential ambassadors with a min of 10k followers for a fixed amount.
On the first campaign iteration, both the Trove profile creation and ambassador referral were equally priced, which made sense at the beginning as reaching our ambassador goal was as important as acquiring new users, but we soon realized that this made ambassadors prioritize referral over content creation and brand awareness.
We had also organized these tasks over 6 weeks, after which we would pay the total amount for both new users & content creation, causing some lack of consistency and delays in their performance.
For the second iteration, we structured the campaign under a weekly goal, and we conditioned payments to the completion of 2 activities: 4 in-app posts and a social mention in any of their social channels, we also increased the rate for content creation and reduced the referral rate once we were close to meet our ambassador budget.
On our third iteration, we defined a min of 5 new users & 4 in-app posts per week, the partnership was still outlined over 6 weeks, payable weekly, improving the turnaround times and generating a weekly motivator factor.
Executed Lifecycle strategies from concept to launch, including AB testing, maintenance and optimization.
Develop, tested, and implemented responsive HTML emails, in-app messages, and push notifications across the web and mobile platforms, creating marketing automation flows and optimizing the existing ones.
Designed & Launched different email campaigns: Off the Waitlist, Onboarding, and Re-engagement sequences with high conversion & low churn rates as featured in the Userlist's Blog Post: 6 Examples of Lead Nurturing Email Campaigns for SaaS: Converting Your MQLs to SQLs
Gmail Promotions tab filters recognize email broadcasts, a good practice to avoid emails landing into this tab is to build them into sequences instead.
Subject lines are very important, keeping them short, but enticing and informative enough to get both desktop and mobile readers to open.
Personalization is always a good idea, including a name variable in the subject line when this will help you get better odds of landing in the primary box, and increasing opening rates.
Precise & concise, straight-to-the-point copy & clear CTA's translate into higher conversion rates.
Timing is everything, for Trove, evenings and weekends drove a better performance, in contrast to my Nectartek campaign, for example, a B2B company, where I would schedule emails within work hours.
We used 4 main platforms to measure our KPIs:
Webpage & email, and social copywriting.
Production & edition of two demo videos, and one instructional video.
Social content production, image & video asset creation, etc.
“Gaby demonstrates several key traits that make her such an important part of any team. She is an incredible team player, highly creative, a diligent executor, and capable of wearing many hats. I was able to rely on Gaby at Trove Collective to drive forward marketing initiatives across social, product marketing, and growth marketing. She is someone I valued highly, and believe she will continue making incredible contributions with her future teams.”
Barranco, Lima-Perú