Humanity’s goal was to increase their week-over-week growth rate by 50% during the initial launch period and establish a new growth baseline 25% above their previous trend. Additionally, Humanity sought to refocus their marketing goals around trial starts as a key barometer of success.

Duo Strategy designed and implemented a social media advertising strategy centered around Humanity’s irresistible hook and app promise—Discover your Rate of Aging. Upon launch, duo strategically nurtured waiting list subscribers through email marketing to drive installs and help reach the 50% growth rate goal.

Humanity surpassed their growth rate goal by over 200%—resulting in a feature in Apple’s App Store. Additionally, duo successfully optimized marketing efforts to trial starts, achieving a 20% install to trial start conversion rate.