The Peacock Says
March 2022 – July 2023
The Peacock Says, a subscription-based horse racing tips service, partnered with Pathfinder to find new growth channels after returns from social advertising began to decline. By introducing native advertising and building a measurable email-driven funnel, Pathfinder helped the business expand its reach, grow its subscriber base, and generate strong profit from a previously untapped channel.
Declining Returns From Existing Channels
The Peacock Says provide weekly horse racing tips to punters on a paid subscription basis.
With a cult following on Facebook, TPS had built their business around paid and organic social media. However, they were starting to see diminishing returns from their ad spend and were keen to find new channels and audiences to grow their reach.
A Native Advertising Funnel Built for Measurable Growth
With tight CPA targets to hit to stay profitable, cheap and scalable traffic was a must.
Native channels Outbrain, Taboola and Plista fit the bill and a scalable funnel supported by email automation sequences was built and implemented.
Users were first shown high-impact native ads on major publications like News.com.au, The Guardian, Sydney Morning Herald and MSN.
Those who clicked were pushed to a squeeze page offering a free round of tips in exchange for their email address.
Those that submitted their email address were sent to an upsell page offering a money back guarantee on the Cock’s premium subscription service if they signed up. Any users that didn’t take up the premium subscription service offer were pushed into a nurture email sequence through their marketing automation system to slowly funnel them towards purchase.
Great to work with. Very efficient and proactive in ideas to grow my business. Couldn’t recommend them more.
A New Channel Delivering Real Profit
The strategy exploded The Peacock’s email database and shocked even us at the scale of success.
From a little over $10,000 in ad spend on native ads, the campaigns generated 3,362 new email subscribers and 286 signups to the premium service.
Based on the client’s average lifetime value of a subscriber, this represented a little over $60,000 profit.
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