Case Study: HappyNest

Paid Media Strategies for HappyNest

RESULTS

By leveraging Dynamic Search Ads paired with AI technology, we helped the client achieve their highest signup-based metrics they had seen to date. New customer signups made online increased 1400% over 1.5 years, and led to additional rounds of early stage VC funding.

1400%

Jump in Signups

60%

Lower CAC

157%

Uplift in Conv. Rate

 

100%

Increase in CTR

 

BACKGROUND

HappyNest is the national leader in On-Demand Laundry Services, offering laundry pickup and delivery to both commercial and residential users for more than 50 laundromat operators across 26 states in North America.

HappyNest had just received $250,000 in its seed round in 2018 and was looking to establish a loyal user base in response to a growing demand for consumer convenience. They recognized that universal laundry services were part of an untapped market for time-starved consumers that dreaded repetitive domestic chores.

After a strong start in Baltimore, Maryland, HappyNest brought me onboard to help drive its expansion in new markets and service its partners throughout the US.

happynest

CHALLENGE

In the initial stage of marketing for a startup, there are many ideas and presumptions of the target personas. Their existing search advertising campaigns were set up to target specific searches for a variety of keywords, a complex strategy that required extensive time to manually manage ads. Because of this limitation, HappyNest was only able to run several ads at a time and was missing out on opportunities to capitalize on a wider audience. With no way to send searchers to a location-specific landing page, HappyNest looked to me to improve their search strategy and expand their customer acquisition online.

My challenge was to identify the most effective paid media strategies to drive interested customers for HappyNest while keeping the cost per acquisition in line with revenue goals.

SOLUTION

Through continuous testing and collaboration with stakeholders, I implemented a comprehensive full-funnel paid strategy: growing brand awareness, driving high signup volume, and taking advantage of retargeting opportunities to increase the efficiency of their marketing spend.

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