Description
Project Overview
Lifecycle Retention Strategy for a Keto Food Brand
The Challenge:
Keto consumers often churn within 14 days due to "keto flu" or lack of variety. For a specialist CPG brand, the goal is not only a second sale but also preventing lifestyle abandonment.
The Strategic Approach
I moved beyond transactional marketing to build a lifecycle nurture sequence rooted in consumer psychology. My process followed four data-driven phases:
Audit & Problem Mapping: Identified the touch points where cravings peak.
Segmentation: Divided the audience into "Keto Newbies" (need education) and "Keto Pros" (need convenience).
The North Star: Focused on the 30-day repeat purchase rate as the primary success metric.
Execution: Developed a 5-part automated email sequence combining educational and inspirational content.
Core Deliverables
Deliverable | Purpose |
|---|---|
Strategic Brief | Defines the "Big Idea" and persona pain points. |
The Nurture Map | A visual "If/Then" logic flow for automated touchpoints. |
High-Fidelity Email Suite | 5 emails focused on brand voice and conversion. |
KPI Dashboard | Projected ROI, Open Rates, and Retention Lift. |
Click here to see the email sequence samples.
Project Summary
I identified the opportunity to expand the product’s value from a keto diet to wider health benefits and positioned the brand as a lifestyle partner, not just a vendor. This project shows how I translate complex market data into a functional, revenue-driving brand experience.