Proven Skincare × AYMI

Proven's product is a personalization quiz that yields a custom regimen. The funnel sounds elegant; in practice, drop-off lived at every step — quiz incompletes, abandoned recommendations, trial-to-subscription friction. Acquisition spend was buying the top of a leaky tube.

The brief was to make the personalization itself a marketing asset, not a friction point — and tie acquisition spend to free-to-paid conversion, not just sign-ups.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Funnel diagnostic: quiz step-by-step drop-off, recommendation engagement, trial-to-paid behavior. Three friction points were doing the damage.

2. Step 02Strategy

   Acquisition KPI moved upstream from sign-up to free-to-paid conversion. Spend allocation followed the new metric, not the old one.

3. Step 03Creative

   Quiz-led creative system: ads that previewed the personalization moment, landing pages that mirrored quiz aesthetics, post-quiz product reveals as branded content.

4. Step 04Launch

   Paid social, paid search, and lifecycle reworked in concert. Trial-window emails redesigned around expected efficacy timing.

5. Step 05Optimize

   Funnel-curve reviews weekly. Quiz friction points iterated three times in the first quarter; conversion lift tracked at each release.

Subscription revenue lifted 480% over twelve months as the funnel stopped leaking and creative cohort-matched. CAC dropped 65% because the funnel was qualifying intent earlier and harder. ROAS reached 3.7×. Quiz completion climbed 82%; free-to-paid conversion rose 44%.

Personalization stopped being a feature and started being the acquisition system.