The 90-day, 7-figure CPG launch

Case Study: Popsmith’s Go-to-Market

Summary:

Popsmith launched in 2023 with a mission to reinvent at-home snacking—and movie nights have never been the same.

Hiring Hallie as the Principal Go-to-Market Director, our goal was to drive $1M+ revenue in the first 90 days while building a sustainable funnel and foundation for a loyal, repeat subscription base.

Outcomes:

$1.2M+

In first fiscal quarter revenue

+223%

MoM paid social-attributed growth

22x ROI

Revenue ROI on e-mail & SMS programs

6x ROI

Revenue ROI on affiliate marketing

Services:

Creative & Content Direction

Paid Media Architecture

Press, Creator & Product Seeding

Customer Lifecycle Marketing

is challenging on it’s own, but especially without an established paid media footprint and especially when your goal is to reach and convert an audience at scale, quickly.

The opportunity (and challenge) for Popsmith lie in rapidly creating awareness and retention in parallel.

Building a premium brand from Zero-to-1

Build awareness & trust in parallel through product seeding, UGC and social proof that creates evergreen brand positioning.

We seeded creators, customers, affiliates, and media, generating testimonials, UGC & social proof from 20+ creators and publications including Food & Wine, USWeekly, Town & Country, USA Today, Apartment Therapy and more.

Repurposing these assets into core brand positioning, landing pages and performance funnels allowed us to build low-budget, rapid feedback loops to determine winning concepts and scale high-intent user groups.

Our Success Framework

Personalized Customer Journeys

Engineering personalized landing pages and extensive list-growth strategies across e-mail & SMS, we built a personalized customer journey at scale from pre-launch demand.

Full-Funnel A/B Creative Testing

Using low-budget, rapid feedback loops to rapidly test UGC and studio-quality creative with A/B creative concepts across all marketing funnels to determine winning variants and scale high-intent user groups.

High-Intent Audience Retargeting

Retargeting landing page visitors and look-a-like audiences with personalized creative narratives enticed them deeper into the funnel with limited time offers.

Retention-Centric Customer Acquisition

Executing a robust e-mail & SMS program from pre-launch to post-purchase grew the brand’s list size to 45,000+ — and made us less reliant on acquisition through paid advertising.

Engaging subscribers with personalized, timely offers and campaigns generated $540k+ in quarterly revenue at a 5% Marketing Efficiency Ratio (22x ROAS).

“Always on” Affiliate Marketing

Launching affiliate marketing programs delivered $45K incremental revenue (6x ROAS) and a significantly lower (-47%) customer acquisition cost (CAC).

“Popsmith’s ecommerce funnel is a freaking masterclass. Top, middle, bottom, and back. Especially the ease + power of its approach…”

— Aaron Orendorff, Popsmith investor

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