Can a persona-led, non-linear funnel drive trial sign-ups with €3K?
The Challenge
FlexFlow had three very different audiences, one tight budget, and one clear goal. Beginners needed emotional safety. Moms needed simplicity and calm. Desk workers needed fast relief. The challenge was reaching each group at their funnel stage, without wasting budget or diluting the message. Every click had to count.
The Strategy
I designed a non-linear funnel where each persona was matched to a different stage. Instead of forcing everyone through the same path, I focused on intent, context, and tone. Each channel played a role. Each message was written for where that user was, not who they were.
Persona-Based Funnel Mapping
Mapped each audience to a funnel stage based on emotional intent (beginners to awareness, moms to consideration, professionals to conversion.)
Search Intent Targeting
Used high-intent Google Search Ads to reach users actively looking for relief, guidance, or a new start.
Influencer-Driven Awareness
Activated trusted micro-influencers to build emotional credibility and spark curiosity through real voices.
KPI-Focused Channel Mix
Aligned every tactic to core metrics: trial sign-ups, CPA, and CTR. Each move was tracked, tested, and tied to performance.
Execution
To activate the strategy, we implemented a multi-channel campaign tailored to each persona’s journey, ensuring emotional resonance and conversion efficiency.
🔸 Google Search AdsI created different ad variations to match the mindset of each of our three core personas:
• Beginners who needed a safe, welcoming place to start
• Overwhelmed moms trying to find small windows for self-care
• Desk workers dealing with stiffness, stress, and lack of movement
Each ad led to a landing page written specifically for the persona. The tone, benefits, and CTA were all aligned. No distractions. Just one clear choice: try it free, right now, no pressure.
🔸 Landing PagesEach ad led to a landing page designed around that persona’s mindset and emotional state.
• Beginners saw soft, welcoming language that removed pressure. The page answered questions before they were even asked, like “What if I’ve never done this before?”
• Moms were met with a calm tone and a gentle CTA. No countdown timers, no urgency tricks. Just, “Try it. If it feels good, come back tomorrow.”
• Desk workers landed on a page that addressed body fatigue directly. Benefits were clear and specific: less back tension, more breathing space, quick routines that fit into a lunch break.
Every landing page used the same structure:
1. Emotional opening (what they’re feeling right now)
2. A short explanation of how FlexFlow fits into their life
3. One single call-to-action: start your free trial
🔸 Social Media & Execution HighlightsInstagram Reels & Stories
• Developed 3 Reels, each tailored to one of our core personas:
• Mom Flow: Addressing the need for quick, calming routines during a busy day.
• Desk Flow: Focusing on relieving tension from prolonged sitting.
• Newbie Flow: Encouraging those new to movement practices to start gently.
Employed authentic storytelling with captions like “I used to freeze in stress, now I breathe with FlexFlow.” and clear calls-to-action: Swipe Up to Try, Tap to Save, Share to Support Another Mom.
🔸 Influencer Partnerships
• Collaborated with 6 micro wellness influencers based in Madrid and Barcelona.
• Each influencer engaged in a 3-day trial, sharing their routines and personal benefits.
• Utilized UTM tracking to attribute leads via Instagram bio links. 
🔸 Email Marketing
Welcome Series for New Leads
• Email 1: “You’re Not Failing. You’re Tired.”
• Email 2: Ritual recommendations accompanied by testimonials.
• Email 3: Prompt to “Try Your First Flow Today.”
🔸Reactivation Flow for Dormant Leads
• Subject Line: “Missed Your Moment? It’s Still Here.”
🔸 Paid Advertising
• Targeted ads based on intent and persona-specific challenges (e.g., “quick self-care for busy moms”).
• Crafted dynamic headlines emphasizing benefits, paired with calming visuals.
• Deployed across Google Search, Display, and YouTube pre-roll platforms.
Budget and Performance
worked with a total media budget of €3,000 distributed across:
• Google Ads (Search, Display, YouTube): €1,500 . Chosen for high-conversion, intent-driven queries.
• Instagram Influencer Partnerships: €1,000. Invested in micro-influencers with high engagement and authenticity
• Boosted Instagram Reels & Carousels: €500. This supported middle-of-funnel engagement and retargeting
Performance Summary:
• Cost per Trial Sign-Up: €27 (within our KPI of ≤ €30)
• Blended ROAS: 2.8x
• Top Performing Channel: Google Search (45% of conversions)
• Top Performing Persona: Overwhelmed Moms (conversion rate: 11.2%)
• Lowest CPA Source: Influencer Reel Swipe-Ups (€19 per lead)
Conclusion
FlexFlow was designed for people dealing with stress, fatigue, and limited time. We built the campaign around emotional clarity, low-friction design, and targeting that matched each persona’s mindset.
It worked because everything had a purpose. Messaging aligned with what users were feeling. Content was built for where they were in the funnel. Channels were chosen based on behavior. Tracking gave us what we needed to adjust fast.
This project proved something important. Empathy is not a bonus in marketing. It drives performance when paired with clear strategy and clean execution.
That’s how I approach every campaign. Understand the user, define the path, and build with intent.
