How Kins’ Lean Marketing Team Unlocked Creative Performance
Background
Training the Brand-Building Muscle
Leading change in any industry is never easy, but that's exactly what Kins is doing. The team is revolutionizing physical therapy by introducing a blend of in-person and virtual care, reshaping our perspective on recovery.
We talked to Paul Worrell, Growth Lead at Kins, about its incredibly lean marketing team and how he cultivated a strong emphasis on testing and continuous improvement, on top of being a wearer of many hats.
Kins operates leanly as a small company with big aspirations. With fewer than 10 full-time members, the Kins team relies heavily on its compact marketing unit, which comprises Paul and 25% of Keenan Walsh's time. As the Director of Product, Keenan contributes to positioning and messaging.
Challenge
Humanizing Digital Designs to Establish Trust
As a newcomer in the healthcare sector who wants to challenge the established norms, Kins needed to build a reliable and distinctive brand.
Launching a new brand is challenging. It's even trickier with a novel business model and in an industry like healthcare, where trust in long-standing processes is paramount.
People weren’t connecting with the brand. They were interpreting it as potentially fake, disingenuous–not legitimate. We needed to humanize the brand and make it more relatable, so we experimented with using pictures of real people.
Solution
Empowering Your Team With Access to Design
Kins was introduced to Superside through Redesign Health, a venture capital company that invests in healthcare innovation. After working with Superside on some smaller design lifts, Kins decided to invest in their own account.
Like all new Superside customers, Kins participated in two free onboarding sessions. The initial 45-minute session introduced them to their dedicated team, allowed for questions, and ensured both parties understood and aligned with Kins' objectives and expectations.
Everything was very clear and concise–from the initial pitchdecks to the onboarding where they encouraged us to put our goals onto paper, and we worked together to understand what we actually wanted to accomplish as a brand.
The onboarding process equipped the Superside team with a deeper understanding of Kins’ brand and goals, allowing them to enhance Kins' briefs more effectively.
By being on the same page from the start, projects hit the mark much faster than with agencies and freelancers who might lack the time to focus on just one client. Also, fast turnarounds of assets consistently on brand free up time for your team to focus on more strategic initiatives.
Throughout the relationship, Superside really understood our vision, and it’s evident in the output. To date, we’ve kept revisions on our initial request pretty minimal”
Results
Disrupting an Industry and Building Trust
Superside's dedicated team took the time to understand Kins' vision to address the brand's goals. They assisted Paul in developing a dozen creatives and used A/B testing on Facebook to strengthen Kins' industry presence.
Early insight showed the more human-centric creatives performed and converted better, increasing conversion rates from 1-2% to up to 4%
As if a 200% increase in CTR wasn't impressive enough, the changes they saw in on-site conversions were an even bigger win from that experiment.
We saw a big jump in performance, with our cost-per-result dropping by 20-40%!
By partnering with Superside, Kins was able to produce ad creative fast and at scale. Consequently, Paul's core job shifted from busy revisions on small projects to experimentation and optimization.
“We were able to test out more personalized advertisements through persona-specific landing pages, like ones geared towards avid runners–with specific creative and more relevant value propositions,” Worrell explains. In addition to these landing pages, Paul is also developing 30 location-based pages with Superside that support their SEO strategy.
Creating new, more personalized landing pages, figuring out how we could re-format and optimize them–that was one of the most impactful experiments we’ve run.
The effect of this design and production capability is two-fold for Kins, who:
- Take the learnings and insights from these landing pages to increase similar pages’ conversion rates.
- Take those same learnings and develop them into building blocks that make up their core web pages, like their homepage.
Superside empowered the team to experiment and optimize, resulting in a homepage that strongly asserts its innovative approach in the traditional physiotherapy field.
Superside's DesignOps expertise allowed the team to evolve and adjust independently, making design more approachable for Paul and the entire Kins team. As a result, they expedited the rollout of marketing designs.
A significant aspect of their collaboration involved consolidating design submissions, evaluations, and modifications in Figma. Worrell notes, "[Using Figma] streamlines edits and lets us easily adjust content for varied audiences on our own, without overextending Superside's resources."
Maximizing Momentum
With scalable design resources, Kins gained confidence in their brand, empowering them to venture beyond simple edits. Their access to a broad skill set and top-tier expertise allowed them to chase innovative concepts.
Opting for a dedicated creative team over a solo freelancer or a pricier agency provided Kins the space for their ideas to thrive and expand.
Worrell recalls, "In one of our initial brainstorming sessions with Superside, we discussed our social strategy, especially potential enhancements to our Instagram grid. Although we don't have a dedicated social media manager and don't focus intensively on organic social content, we approached this project with a broader brand-building mindset."
Superside came to us with some ideas and mock-ups, we expanded the groundwork, tweaked the color palette, and even added some educational posts in the mix. It was a super quick and easy process.
As in-person events gain popularity, coupled with the success of location-based advertising, Kins is keenly focusing on its promotional approach for sporting events and localized advertising. The team intends to collaborate with Superside to create retractable banners, QR-coded flyers, and other marketing materials.
Prioritizing great design puts learning first. Ad creatives, landing page experiments, and every little design project all ladder up to a brand that resonates with your target market. Doing it right makes a difference. In a company that's quickly scaling and still finding its footing, it can be a pivotal step (😉) to honing your brand and driving the growth investors want to see.
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