CRUA earns subscribers and conversions through strategic product launch

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CRUA believes that you should be able to sleep as soundly in the wilderness as you do in your own bed. While many tents are cold, hot, bright, or noisy, CRUA are on a mission to make the great outdoors comfortable. Founded in 2015, today CRUA has supplied 20,000+ climate-regulating products into more than 100 countries.

Their recent acquisition strategy, which saw impressive ROI with a modest spend, earned the brand Most effective list growth at The Klicks 2024.

*All stats courtesy of CRUA and Nuuk Digital

Learn how CRUA earned a spike in subscribers and ROI in just 30 days

Objectives

Ahead of a major product launch, CRUA wanted to attract high-quality new subscribers who would be primed to convert into buyers on launch day. With only a month to prepare, the marketing team worked with agency Nuuk Digital to design a targeted and high-impact strategy. With a budget of €15,000, they needed to generate significant subscriber growth and optimise engagement across paid and owned channels. They had two goals:

1. Attract new subscribers through a compelling campaign to attract high-quality subscribers who are likely to make a purchase on launch day.
2. Maximise conversion potential by ensuring new subscribers are well-informed and engaged, increasing their likelihood of placing a pre-order for the new product.

Strategy

With a 30-day timeline and limited budget, the team had to efficiently acquire as many subscribers as possible. To achieve these objectives within a tight timeline, the team executed a multi-channel approach to:

• Conduct 19 audience tests with Klaviyo’s Meta Ads integration to determine the most responsive demographics. They developed and refined a creative strategy, testing 90 ad variations to optimise messaging and visuals for maximum impact.
• Optimise landing pages through A/B tests to maximise email sign-ups, and integrated landing pages with Klaviyo API for seamless data collection and tracking.
• Create a welcome series to educate and engage new subscribers, building excitement and readiness to convert on launch day.
• Design a referral competition with a dedicated landing page and email campaigns to re-engage existing customers and attract new ones.
• Run countdown email campaigns 7 days and 24 hours before launch to build anticipation across all Klaviyo segments.
• Schedule continuous email campaigns for the first 30 days post-launch to sustain momentum and boost sales at launch and during the final days of the sale.

“With Klaviyo, we were able to create a data-driven acquisition strategy across all of CRUA’s key channels,” said Lina Gantar, Marketing Director of Nuuk Digital. “We could identify the best audiences on Meta, then optimise conversion on the website to continue nurturing new subscribers through email and beyond.”

Results

Between July 15, 2023 and August 15, 2023, CRUA grew its subscriber lists by 17%, adding 9,101 new subscribers in just 4 weeks at an average cost of €1.67 per subscriber.

CRUA’s landing pages achieved a 24% email opt-in rate, significantly surpassing the industry benchmark by 4-5 times. While the referral competition successfully attracted an additional 1,100 subscribers.

In the 30 days following the launch, CRUA achieved 4.4x ROI as the new subscribers from the campaign placed orders for the anticipated product. Pre-launch subscribers converted at a rate of 2%, validating the effectiveness of the subscriber engagement and pre-launch strategies.

CRUA and Nuuk Digital’s targeted approach successfully grew the email list, generated high-quality subscribers primed for conversion, and delivered strong ROI through strategic planning and optimisation.