The challenge Heali was launching an innovative tape with a small budget and a specific audience: sports and fitness communities like pickleball players. Traditional ads did not reach far enough. Heali needed fast product awareness, trials, and an owned audience it could market to later.
What we did We built a contextual outreach program aimed at the micro-communities that actually cared. Messaging led with the real benefits (pain relief, faster recovery) and tied into retail availability for credibility. We tested creative (sport-specific imagery outperformed), then used multi-touch sequences to educate and convert, capturing every engaged prospect into a list Heali would own.
The results - 320,000+ targeted emails delivered - 82,000+ new consumer contacts added, at $0.76 per contact - 57.5% average open rate, well above benchmark, with a 6% click-through rate - 13,600+ clicks to the site
The launch put Heali on its audience's radar and left the brand with an owned audience and a clear path to retarget and nurture.