How Dune Leveraged Vocal to Drive Subscriptions

In order to properly guide Dune’s prospective customers toward a subscription purchase, we produced a campaign with three content groupings, each one optimized for a particular tier within the sales funnel. We identified the following creators as the perfect matches to address our wellness and beauty-oriented communities: Pam Fajardo, Marisa Tudisco, Michelle Mei, Mariam Makatsaria, Kasey Moore, Julia Simpson, Alana Hosn,Zoe VanBrocklin, Juliette Solis, and Mckenna.

In determining the topics for each creator-generated story, we identified how to best guide target audiences through the funnel from awareness to action. Audiences would move from gaining awareness about Dune at the TOFU, toward getting educated about Dune’s health and beauty benefits in the MOFU and ultimately arrive at the BOFU to make an informed purchase decision and convert to customers.

A total of 10 user-generated stories were created; the Vocal for Brands team promoted each of the stories in sequence from TOFU to BOFU (the order and frequency most conducive to converting a prospect into a buyer), which was key in actually driving the desired actions, as were the addition of product embeds and other calls to action for story optimization.

Amplifying that framework, Vocal utilized its first-party data to create audience segments to target readers that were most likely to convert. The campaign vastly outperformed Dune’s benchmarks–a huge success.

The campaign vastly outperformed Dune’s benchmarks, yielding a 2% click-through rate (CTR) on the influencer ad creatives, attracting 10,000 qualified readers over the course of a 30-day period, converting more than 7% of the readers who visited Dune’s site, and finally, decreasing Dune’s CPA by 42%.