1. Who is the client? What do they do?
Adaptdefy launched a cool product, the LapStacker. It is a retractable system for wheelchairs that helps users carry anything with ease. This innovation has led their customers to increase their independence, confidence, and capability.
2. What was the main problem?
They just launched the product with no proper e-commerce features or marketing. So we had to help them scale the product.
3. What 3 questions guided your approach?
- What’s the demographic? Who is buying the product? (Including how many people are buying different types of wheelchairs)
- Who are our content collaborators?
- Can the company’s resources do what they need to do?
4. What steps did the team take?
- We set up the right tracking and analytics infrastructure (eg, Meta Pixel Helper) to understand customer behaviour.
- We created a landing page to help with conversions and build website traffic.
- We converted existing content and turned it into high-performing ads on Facebook, Instagram, TikTok, and Google
- We looked at evergreen content to build ads with online creators
5. What tools/creative elements were key?
- Shopify, Meta Ads Manager, Google Ads, Google Ads Manager
- WHOP, to find online creators for UGC ads ($4 per CPM)
- Additional tools for video editing and analytics were also set up
6. How did you test/tweak/adapt along the way?
Previously, Mike Brown (CEO & Founder) produced all content. We ensured the social media feed was a mix of his content and the creator community.
7. What specific metrics improved?
Mike was happy to share:
“Before we knew it – we were doing a 10 x ROAS. For every dollar we put in we were getting $10 dollars out and it completely transformed our business. K&J are a really genuine heart-led company that really care about our business and our success. Working with Kale and the team was a pleasure and it has completely transformed our business”
8. How can other brands replicate this kind of success?
Organic content, FTW.
Build a content creator community, especially if you can get it at an affordable rate, so that entrepreneurs can focus on what they do.
Prof. Panoho in session: Build a useful, cool product. The LapStacker solves a specific problem for wheelchair users. The more specific it is to solve a problem, the easier it is to market.
