Invisibly, a Founders Fund-backed startup with a mission to redefine the data economy and give users the power over their data and attention. Invisibly was founded by Jim Mckelvey, a renowned Silicon Valley innovator and the co-founder of Square.
Invisibly Case Study
10,000
Registered users in 90 days
400%
MoM increase in leads
84%
Organic website traffic
The squad feels like an extension of my own marketing team.
We run as fast as possible to hit our goals — and the squad’s response time and agility have been really impressive.
Laura Vestal
VP of Marketing Who is Invisibly?
Founded by Jim McKelvey, a renowned Silicon Valley innovator and co-founder of Block (formerly Square), Invisibly is a Founders Fund-backed startup with a vision to give the world a new way to access content.
While premium content traditionally can only be accessed through paid subscriptions, Invisibly is creating a marketplace to open up a new way to access content from top publishers and trusted journalism sources. Through the Invisibly app, people can use their data to read subscription-free and ad-free news and articles from a growing roster of premier publishers. People win by being able to access content on their terms and publishers win by having an ethical way to collect reader data and generating a new revenue stream from audiences who never seem to subscribe.
Objectives
Brand:Increase brand awareness and authority in the data economy
Acquisition:
Validate product acquisition journeys and test value props across various user cohorts
Reach the number of qualified sign-ups within the timeline and CAC parameters set
Engagement:
Drive existing users to engage with their feed, connect more sources and answer more questions
Challenges
Establishing authority and presence in a data market
Driving high-intent traffic that will convert to users
Raising awareness about the brand
Reaching high-intent audiences with interest in getting value out of their engagement online
Squad
Kristen Erickson
Growth Strategist
Marina Chilingaryan
Brand Strategist
Ben Kuriakose
Growth Marketing Manager
Theano
Growth Marketing Manager
Catherine Napoli
Growth Marketing Manager
Claudia Yuan
Creative Designer
Services Provided
- Product-led growth strategy
- Launch plan
- PR strategy guidance
- Paid performance (Social, SEM)
- Content strategy & SEO
- Conversion rate optimization
- Audience hyper-targeting
- Email & SMS marketing
- Design, UX, and copywriting
Approach
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Adopted Invisibly’s brand to create a cohesive, consistent, and memorable presence across a variety of channels and ensure brand authority among Invisibly’s target audiences.
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Set up all product funnels to ensure marketing decisions are influenced by product analytics.
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Deployed rapid experimentation across multiple channels to achieve product/market fit as part of the product launch strategy.
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Deployed rapid experimentation across Facebook Ads, Pinterest, Bing, and Google Search to establish a secure lead generation pipeline and quickly scale the user base.
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Developed a holistic email, SMS, and push notification strategy to convert high-intent leads into users and continuously engage them with the platform.
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Developed a content strategy for Invisibly to establish authority and thought leadership in the data marketplace and challenge the way user data is currently used by companies in the data ecosystem.