The Challenge.
Join Friday built a unique platform for creators, but explaining the value proposition to a non-technical audience was difficult. High CPL and CAC were preventing scale.
- Complex value proposition for casual users
- High CAC and low conversion on traditional UGC
- Need for authentic creator social proof
Our Strategy.
We turned the product demo into a lifestyle question. We showed real creators using the app in their natural environment.
The Lifestyle Hook
We asked people about their "side hustles" and naturally introduced Friday as the solution.
Real Creator Proof
We let real people navigate the app live, showing how easy it is to get started.
Retention Overload
We delivered 30+ variants, testing different hooks to find the exact "aha" moment.
Hook A: The Side Hustle
Boots on the Ground.
We hit the creative districts of LA and NYC. Within 7 days, we captured the authentic energy of the creator economy.
25k+
New App Installs
40%
CAC Reduction
The Results.
Metrics that unlocked their growth potential.
25,000+
Total App Installs
Generated within the first 6 weeks of launch.
40%
CAC Reduction
Achieved profitability at scale for the first time.
5M+
Organic Views
Viral reach within the target creator demographic.
Key Takeaways
Explain via Utility.
The best way to explain a complex product is to show someone using it to solve a problem.
Creator Trust.
Gen Z trusts people over logos. Authentic interviews build that trust instantly.
Testing is Required.
Testing 30+ variants is the only way to find the "viral" hook that lowers CAC.
Join Friday was a hard sell until Street Poller came along. They made our platform approachable and exciting. Our acquisition costs dropped significantly, and we finally hit our growth targets.
Head of Growth
Join Friday