In the 12th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Marcos Caringi.
Marcos is CRO of Familhão, a Brazilian startup that offers a rewards program connecting major brands to the public with prizes and unique experiences.
The business, which focuses on mass TV media as the main growth lever, is close to reaching 10 million registered users in just one and a half years of operation, with growth that generated revenues of R$262 million in the first year, already with Break-Even.
Familhão operates as a gamified loyalty ecosystem where the subscriber invests R$ 20 a month and receives credits to use at Lojão (a marketplace), discount coupons and lucky numbers to compete for prizes.
Faced with rapid leverage, they adopted the Marketing Mix Model (MMM) from Uncover to map each channel's contribution to customer acquisition.
In the conversation with Daniel, Marcos emphasized that the implementation of the methodology was crucial to overcome guesswork and make informed decisions, allowing us to quantify the contribution of each medium and understand the ROAS.
The conversation covered topics such as:
- The breakdown of the loyalty playbook: the company innovated using TV as the main channel. Domingão's insertions generated almost one million accesses to the product in minutes, with conversions of up to 60%.
- The prolonged impact of the TV: Uncover mapped the effect of the television campaign by eight months, a period in which it represented about 50% of user acquisition.
- Data maturity: although recent, Familhão already had a robust attribution model, which combined with the MMM enhanced decision-making.
- CRM as a retention pillar: CRM actions guaranteed almost 50% of renewals via PIX, kind of corresponds to 80% of new sales.
- Test culture: With the insights From MMM, Familhão has been diversifying its Mix of vehicles and cultivating experimentation to grow efficiently.
Watch or listen to the full episode on YouTube and Spotify from Uncover: