Before AVID, investing in carbon credits has been limited to only a few investors, stunting climate finance & action. AVID’s goal is to collectively finance more climate solutions faster by opening climate investing to a larger pool of investors.
AVID, a fintech app, aimed to democratize the carbon credits market by making it accessible to retail investors. Their unique proposition was to be the “Robinhood of carbon credits.”
AVID had ambitious goals and needed to act fast to benefit from the pioneering market position. However, as a bootstrapping company, it had limited funds so it was critical to avoid both time loss and costly mistakes.
For a successful and cost-effective Go-to-Market stage, Orange Bird proposed and implemented data-driven experiments in order to:
AVID entrusted Orange Bird to support their Go-to-Market strategy and subsequent marketing activities.
Instead of building a product and launching marketing campaigns based on assumptions, we proposed and crafted a series of Product Market Fit experiments. This method not only conserves resources but also reduces the risk of misalignment with the target audience. By testing our hypotheses in real-time, we gained actionable insights that guide product development, positioning, and all marketing communications.
Market ResearchEcosystem Analysis:
Orange Bird started with analysis of the brand landscape of peers and competitors with detailed assessments of target segments, pain points, value propositions and differentiators.
Opportunity Matrix:
We created a brand voice and positioning matrix of the market landscape. This matrix helped us identify gaps in the market and align them with Gen Z’s preferences.
Product Market Fit Workshop:
We laid out our assumptions regarding the Customer Segment, Value Propositions, and Customer Relationships. This workshop helped us design experiments to test these assumptions.
Go-To-Market: Testing Target Segments
Approach:
We launched a 7-day ad campaign on Meta, targeting two distinct audiences in order to assess the stronger motivation: environmental action or profit gain.
Result:
Audience Preference: Audience A outperformed Audience B with a 91% probability in just 4 days, saving 65% of the budget.
Testing Value Propositions
Approach:
Based on the winning audience from the first experiment, we tested different value propositions. This insight was pivotal in shaping AVID’s brand voice and messaging strategy.
Result:
With the insights gained, we optimized AVID’s ad campaigns, resulting in an 83% improvement in conversion rates on Instagram and Facebook.
Lead Generation
Approach
Orange Bird implemented a systematic process for continuous testing and optimizing the advertising campaign with the goal to achieve the lowest cost for qualified leads. For example, in the LinkedIn ad campaign, 28 ad creatives were tested over a period of 4 months.
The Result:
The best-performing ad variation achieved a 84% lower cost per lead than LinkedIn benchmarks.
Other KPIs:
Orange Bird supported AVID in building engaged social media communities with multi-channel support, including
Results:
Orange Bird helped AVID design and implement a new website to promote their climate impact investing app to their target audience.
01
The website design included dynamic and engaging interactive elements.
02
We developed content to make the complex concept of carbon investing accessible and engaging for AVID’s audience of Gen Z investment-curious, ethical consumers.
03
A comprehensive FAQ page was developed to help visitors understand climate investing, the app, its impact, and how to get started
04
Clear calls to action are incorporated throughout the site.
Orange Bird developed a soft launch PR strategy that included:
Orange Bird created an email marketing sequence to educate contacts, nurture leads during the waitlist period, and encourage app downloads after the launch.
Learn about how your organisation can partner with Orange Bird to successfully communicate your vision to potential customers. We’re excited to help you deliver your value for people and the planet.