01
Strategy
We set the plan around subscriber growth and lifetime value: which products to lead with, which plans to push and how fast to scale spend while keeping the numbers healthy.
All case studies
Case study · D2C supplements
Lumity Life
Over four years, we doubled Lumity's subscriber base by focusing on the 4 and 12 week subscribers who drive real lifetime value.
- Strategy
- CPO modelling
- Paid search
- Paid social
- Subscriptions
Results
2x Base
subscriber base, doubled
4 + 12 weeks
focus on high lifetime value plans
- Category
- Supplements
- Website
- lumitylife.co.uk
- Working together
- 4 years
- Model
- Cost per subscriber, set from lifetime value
The challenge
Lumity's supplements are built to be taken every day, so the business lives or dies on subscribers who stay. One-off orders looked good in a weekly report but did little for the long-term numbers.
The brief was to grow the subscriber base, and to grow it with the right customers.
What we did
We moved the goal from orders to subscribers, and from first purchase to lifetime value, then built every channel around bringing in 4 and 12 week subscriptions.
02
Cost per subscriber
Instead of a cost per order, we work to a target cost per new subscriber, set from what a 4 or 12 week customer is worth over time. While subscribers land inside the target, we keep spending.
03
Paid social
Meta finds women who haven't heard of Lumity yet. Social starts broad and narrows down, with creative built to explain why a daily routine is worth committing to.
04
Paid search
Google captures people already looking for help in midlife. Search starts narrow and broadens out, and budget follows whichever channel brings in subscribers most efficiently.
05
Subscription offers
We test plan lengths, offers and landing pages to steer new customers towards the 4 and 12 week subscriptions that keep them on the routine for longer.
06
Advisory
Beyond marketing, we bring wider business experience to the table, from pricing and plan design to forecasting what the subscriber base will be worth.
Lumity Life products
“As CEO, I need an agency that delivers results, not just talk. Over four years, RN Digital has focused on bringing in 4 and 12 week subscribers, the customers who drive real lifetime value, and our subscriber base has grown as a result. They always come with fresh ideas, and their wider business experience means they support us far beyond marketing.”
Marek MossakowskiCEO, LumityLike these results?
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