2019, London 🇬🇧
Wellness
Priscila Lima de Charbonnières
Founder & CEO, Soulloop
Results
200%+ growth in paid subscribers
5x growth in 30-day retention
3x increase in Weekly Active Users
Overview
Soulloop is a bootstrapped, personal wellness and astrology consumer app designed to help individuals grow self-awareness and self-efficacy.
With a unique blend of astrology, yoga, meditation, and psychological content and tools, Soulloop guides users on a personalized journey toward holistic well-being. The app, available in US, UK, and Brazil on both iOS and Android, provides daily insights and actionable advice hyper-personalized to each user's astrological profile.
Soulloop's platform leverages a combination of AI and NASA data to deliver customized content and experiences, empowering users to explore their inner selves and improve various aspects of their lives, including purpose, relationships, emotions, creativity, and empowerment. By integrating these diverse elements, Soulloop stands out as a comprehensive tool for personal growth and self-discovery.
When their founder approached me back in 2021, they were looking for a Head of Growth to completely revamp their product, marketing, and data functions to add a next leg up in their growth story. They were coming out of a negative experience with a previous marketing agency and needed to quickly get things in order to scale paid subscribers sustinably.
Scope
Over a two-year collaboration with Soulloop, I worked closely with the founding team to revamp their growth engine, enhance user engagement, and establish a robust foundation for scalable growth. This multi-faceted partnership integrated data-driven insights, product enhancements, and strategic marketing initiatives.
1. Data Tracking Revamp and Customer Research
Set up tracking for key acquisition, retention, and monetization events using tools like Segment, June.so, UXCam, and Revenue Cat.
Conducted in-depth customer research through interviews and surveys to inform the product roadmap and align offerings with user needs.
2. App UX/UI Redesign and Lifecycle Marketing Implementation
Re-designed the app's information architecture and collaborated with a product designer to overhaul the in-app UX/UI from the ground up.
Implemented Braze lifecycle marketing campaigns across push notifications and email in English and Portuguese, crafting compelling copy for each campaign.
3. Performance Marketing and Product Gamification Strategies
Hired a trusted performance marketing partner to revamp and manage Meta and Google campaigns and optimize App Store Optimization (ASO) listings.
Developed a gamification strategy to boost user engagement and retention, fostering sustained app usage.
4. Brand Partnerships, Influencers, and Content Strategy
Contributed to a short-form content strategy for Instagram and TikTok to drive organic reach and brand engagement.
Sourced influencers via Passionfroot for ongoing app promotion campaigns.
Facilitated a strategic partnership with the Chopra Foundation, integrating IRL events and PR to elevate Soulloop's market presence.
This comprehensive collaboration transformed Soulloop’s user experience and growth strategy, positioning the app as a leader in its category while delivering measurable results across acquisition, retention, and monetization.
Impact
This strategic overhaul not only enhanced user engagement but also laid a scalable foundation for sustained growth and long-term success.
200%+ growth in paid subscribers: Doubled the subscriber base through targeted acquisition strategies and improved onboarding flows.
5x growth in 30-day retention: Enhanced user engagement and satisfaction with a focus on habit formation and value delivery.
3x increase in Weekly Active Users: Tripled engagement through consistent activation campaigns and improved in-app experiences.
This case study highlights the power of a well-executed, data-driven growth strategy in driving measurable outcomes and scaling a SaaS product effectively in competitive markets.
