Positive + 1

01. The Challenge

Launching Positive Plus One presented a unique set of challenges. The primary objective was to acquire users and drive app downloads consistently, all while cultivating a brand identity that resonated deeply with the HIV-positive community. Achieving this required a nuanced approach, as the content and messaging had to be both sensitive and empowering. The challenge was further compounded by the need to build trust within a community that values privacy and confidentiality. Ensuring that the platform was seen as a safe, inclusive, and supportive environment was paramount.

Moreover, the launch had to generate significant traction within a limited timeframe, with a target of acquiring over 5,000 users within the first 90 days. This necessitated a robust strategy that could rapidly build awareness and engagement. The challenge was not just about hitting numbers but about laying a foundation for long-term success and community growth. It was crucial to balance immediate user acquisition goals with the broader mission of building a trusted and respected brand.

02. Our Involvement

To address these challenges, Start and Scale provided comprehensive virtual CMO services, covering every aspect of digital marketing necessary for a successful launch. We began by developing a content strategy that embodied the core themes of empowerment, expression, and connection, ensuring that every piece of content resonated with the values of the HIV-positive community. This was complemented by the creation of marketing funnels designed to guide potential users through the journey from awareness to app download, supported by targeted email and SMS follow-ups to nurture engagement.

In addition to user acquisition, we set up CRM systems and automations to streamline communication and ensure efficient management of user interactions. By closely collaborating with Christian, we were able to align our strategy with his vision, providing not only marketing expertise but also guidance on broader business initiatives. This included advising on fundraising opportunities and marketing accelerator programs, which were instrumental in supporting the platform’s growth and visibility. Throughout the process, we remained vigilant in monitoring user feedback and adjusting our strategies as needed to ensure that the platform continued to meet the community’s needs.

03. The Result

The launch of Positive Plus One was a resounding success, exceeding our initial goals and establishing the platform as a leading social media network for the HIV-positive community. Within the first 90 days, we successfully acquired over 5,000 users, laying a strong foundation for ongoing growth and engagement. The carefully crafted content and marketing funnels not only drove downloads but also fostered a sense of community among users, helping to build a loyal and engaged user base.

Our involvement did not end with the launch; we continued to support Positive Plus One by providing ongoing strategic advice, particularly in areas such as fundraising and participation in marketing accelerator programs. These efforts have further strengthened the platform’s position in the market, enabling it to continue its mission of empowering and connecting individuals living with HIV. The success of this campaign is a testament to the power of a well-executed digital strategy and the importance of understanding and addressing the unique needs of the community you serve.