```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FH5AMQb5IyBbfONx2E5wA%2F4bb8a7d4-f2d7-4e51-869c-115f9097b2f4.jpg?alt=media&token=ba8aea6c-c1cc-405d-8ccc-2d3de46b3c2b","id":"4bb8a7d4-f2d7-4e51-869c-115f9097b2f4","width":2000,"height":1333,"filename":"sneakingduck.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### The problem

It was late 2016, and Sneaking Duck sales were stagnating. Our most popular glasses had sold out months ago, and new competitors were entering the market with much cheaper offerings.

At the same time, a growing number of customers were facing the same problem - they loved their Sneaking Duck frames, but their prescription lenses had expired or suffered from years of wear and tear. Could they keep their frames, but get new lenses?

### The solution

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FH5AMQb5IyBbfONx2E5wA%2F11b117a8-5dae-4d59-b112-53545930ce13.jpg?alt=media&token=b0079a54-84c2-4668-8722-33331892610a","id":"11b117a8-5dae-4d59-b112-53545930ce13","width":900,"height":900,"filename":"Clens homepage.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Enter Clens. It would keep all of the best parts of Sneaking Duck - free delivery and returns, affordable prices, health fund coverage, quality customer support - but without the frame part. Customers would send us their old frames, customise the prescription and lens type, and we'd refurbish them and send them back within days.

We decided to create a separate brand to Sneaking Duck, to encourage customers to use our service for non-Sneaking Duck branded glasses too.

### What I did

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FH5AMQb5IyBbfONx2E5wA%2Ff653b46b-f799-4c55-b3de-26cbca3c17fd.png?alt=media&token=9f76b3a3-beab-47cc-9c21-bd011549f0cf","id":"f653b46b-f799-4c55-b3de-26cbca3c17fd","width":996,"height":886,"filename":"Sneaking_Duck_social.png","type":"image/png","caption":"An example of a blog article I created to raise awareness about Clens (excuse the bad pun)","border":false}]}
```

I came up with the name Clens (the other alternative was 'Lens Ninja'), and assisted with writing copy for the new website and running the operations side of the business.

Although I was given a budget of $0, I helped generate brand awareness by first promoting Clens to existing Sneaking Duck customers. This was achieved via email campaigns, social media posts and blog articles.

We also approached Startup Daily, TechInvest and OzBargain to spread the word.

### The results

* While I don't have any specific numbers, within months Clens overtook Sneaking Duck in terms of weekly sales and revenue.

* Feedback was also extremely positive - many customers sent us multiple pairs of glasses to be reframed.

* Sneaking Duck was acquired in mid 2018 (unfortunately the purchaser decided to discontinue Clens)

### Check it out

While the Clens website is no longer live, you can [read about the launch coverage here](https://www.startupdaily.net/2017/04/online-glasses-clens-consumers-swap-lenses/)

Launching Clens.com.au

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FU6pnOGPtr8YoXWZLVbrq%2F53421c0c-b30c-4439-9ac6-81437b33ef4a.png?alt=media&token=441acc79-1145-44ee-b7b2-c5953bc42041","id":"53421c0c-b30c-4439-9ac6-81437b33ef4a","width":3000,"height":2250,"filename":"Phone-Card-Combo-2.png","type":"image/png","caption":"","border":false}]}
```

### The problem

One of our major struggles at Wildcard was settling on a clear value proposition. For months we were running generic "Get Early Access" ads with a corresponding landing page. Whilst sufficient for Innovators (who'd sign up for any neobank they could get their hands on), we knew we had to do something truly unique and special to attract Early Adopters.

### The solution

After experimenting with different messaging, we settled on a target audience who shared a common problem: impulse spending all of their money within days of getting paid. The idea was that Wildcard could help them spread out their spending, by giving them a portion of their pay at a time.

As an experiment, I created the following Facebook ad telling that Pay Cycle story. And the impact was immediate.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FU6pnOGPtr8YoXWZLVbrq%2F115ccf2e-6516-430b-8a7b-ba44b855ac1b.jpg?alt=media&token=e9727d41-fdde-40a1-bb4b-8ba7bd0d8fe7","id":"115ccf2e-6516-430b-8a7b-ba44b855ac1b","width":1125,"height":1828,"filename":"FB Ad 1 (1).jpg","type":"image/jpeg","caption":"One of our most successful Facebook ad campaigns","border":false}]}
```

Within days, hundreds of people had tagged their friends with comments like "you need this" or "this is the best thing since the Internet". We made our debut on the top 200 Finance apps, at #109.

This inspired us to tell the "Get paid every day" story at every touchpoint of the customer journey.

### What I did

My main role for this project was copywriting. From the ads, to the marketing website, to the app itself, I worked with our designer and iOS developer to make sure everything a user read was consistent, clear, and compelling.

At the same time, I ran a few ad variations on Facebook and Instagram to test different variables (like copy, visuals and audience segments) and drive traffic to the website. You can find out which angles performed best [here](https://mehdeeka.substack.com/p/using-status-as-a-customer-acquisition).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fa3ydIZE0MuUNkE9YF9ynPycwFOi2%2FU6pnOGPtr8YoXWZLVbrq%2Fb2f95cc1-de85-4fe6-acd8-2d125aa8a959.png?alt=media&token=00d78c39-7891-4f8b-abb6-a64f0990a5ef","id":"b2f95cc1-de85-4fe6-acd8-2d125aa8a959","width":932,"height":1558,"filename":"Wildcard Homepage 1.png","type":"image/png","caption":"The Wildcard homepage","border":false}]}
```

### The results

* Website conversion rate increased from 14.6% to 19.2% within a month

* average CPA of $2.89 per app download

* The percentage of users funding their accounts doubled (partly due to the addition of Stripe to enable instant funding via bank card or Apple Pay)

*Note: unfortunately, Wildcard shut down in 2020 due to the impacts of COVID-19. However, I'm very proud of what my team and I achieved.*

"Get paid every day" - how a simple story became a major acquisition tool

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2021