Good Inside
In 2022, Good Inside had an incredible social following but no paid acquisition strategy.
50K
Total members
$200K
Monthly spend
11%
In 2022, Good Inside had an incredible social following but no paid acquisition strategy. We helped build their paid engine from scratch to consistently convert over 3,000 memberships per month.
“We’ve worked with Flywheel since we launched our platform. I’d recommend them to anyone ready to take their growth marketing to the next level.“
Dr. Becky Kennedy
Founder and CEO
Context
Good Inside engaged Flywheel as a paid growth partner in November 2022. Through their founder and CEO, Dr. Becky Kennedy, they had an incredible social following and clear authority in the parenting space. However, they primarily acquired customers for their new membership platform through social media and email.
We were hired to complement their organic growth through paid ads. But they had a high standard: the business had such a strong organic presence that any paid investment needed to show a profitable return, and their ads needed to align with Dr. Becky’s natural brand feel.
Outcomes
Their business shifted from relying on unpredictable organic social performance to having consistent and forecastable growth. Paid acquisition became their marketing team’s leading conversion driver and a core business function.
Process
We achieved our goals with 3 key elements:
1. Profitable validation
We built the business case for paid growth by starting small and profitable. To start, we retargeted their existing social audiences, addressing hesitations and aiming to convert followers into members:
As we grew, we collaborated with them on a model for measuring CAC that aligned with their business. We needed to account for incrementality by answering, “How many conversions wouldn’t have happened if we didn’t run ads?”
2. Vertical scale
At Flywheel, we define vertical scale as making the most of your existing strategies. For Good Inside, we scaled into cold audiences by amplifying key brand moments like Mother’s Day and leveraging organic-feeling, Reels-first ads, informed by their organic social performance:
3. Horizontal scale
In addition to scaling through Meta, we unlocked several new sources of paid growth for Good Inside:
- We scaled paid search by targeting specific parenting pain points and sharing our related workshops: hitting siblings, managing screen time, potty learning, and more.
- We leveraged our top-performing Meta content to launch and validate TikTok ads.
- We ran top-of-funnel lead gen ads across platforms, driving cost-per-leads as low as $1.
Want to learn how we can profitably validate and scale your paid growth program? Contact us today.
