The challenge
Typora had a launch date, a budget and no agreement on what the launch was for. Awareness, sign-ups and press coverage were all on the brief, which in practice meant the plan was optimised for none of them.
The previous launch had produced a very good week and no second month.
What we did
We picked one number — trials that reach the second session — and worked backwards through the funnel until every channel on the plan had a traceable line to it. Three channels did not, and came off.
- A single success metric, agreed before any creative
- Channel plan built backwards from that metric
- Onboarding treated as part of the campaign, not after it
- A four-week post-launch programme, budgeted up front
The outcome
Launch week was smaller than the last one and week six was four times larger. Second-session trials beat the target by just under a fifth, on a media budget that was cut by a quarter.
The three channels we removed have not been missed.
Typora: a launch campaign built backwards from the number that mattered.
Typora needed trial sign-ups, not impressions. We started from the conversion target and worked back through the funnel, cutting every channel that could not be traced to it.
