INDUSTRY:
DTC Subscriptions, Educational Services, E-Learning
The Challenge
Tested & Validated Incrementality Assumptions During Low Season, Tuned Spend.
This DTC subscription and e-learning brand faced a seasonal slump—sales and media performance consistently dropped during the summer months. With a highly competitive market and declining baseline performance, the team needed a strategy to not only survive but grow during the industry's quietest period.
The Solution
Tested & Validated Incrementality Assumptions During Low Season, Tuned Spend.
Slingwave activated its full-stack growth framework, including:
MMM+ (Media Mix Modeling)
VELOCITY AMA (Agile Marketing Attribution)
SAGE Experimentation (GeoX)
Key activation:
Ran a 1-month Streaming/CTV GeoExperiment across 4 paired states (Test/Control)
Confirmed a 13% sales lift attributable to Streaming media and validated that incrementality was in fact much higher during the slow period than peak shopping periods
Incorporated learnings to refine and calibrate attribution models, improving forecasting and channel investment accuracy
Optimizations included:
Pulled budget forward from less productive months to capitalize on slow season incremental impacts
Reallocation included a mix shift to upper funnel tactics, previously untested but proven to be impactful
Strategic reductions in remarketing budget mix in favor of prospecting
50% revenue growth during the slowest part of the year with just a 20% budget increase
15% YoY increase in new bookings, even amid baseline erosion and a competitive market
KPI:
ROAS, CAC, LTV
Platform:
Google, Meta (Facebook & Instagram), Amazon DSP, DV360, YouTube, Demand Gen, TikTok, Affiliate, Reddit
