Invisibly Case Study

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.


Arrow 10,000 Registered users in 90 days
Arrow 400% MoM increase in leads
Arrow 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

  1. 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.

  2. Set up all product funnels to ensure marketing decisions are influenced by product analytics.

  3. Deployed rapid experimentation across multiple channels to achieve product/market fit as part of the product launch strategy.

  4. Deployed rapid experimentation across Facebook Ads, Pinterest, Bing, and Google Search to establish a secure lead generation pipeline and quickly scale the user base.

  5. Developed a holistic email, SMS, and push notification strategy to convert high-intent leads into users and continuously engage them with the platform.

  6. 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.

We helped Invisibly, a Founders Fund-backed startup, acquire 10,000+ users in 90 days.

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