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 grew as the funnel stopped leaking and creative matched each cohort. Acquisition got cheaper because the funnel was qualifying intent earlier and harder. More people finished the quiz, and more of them moved from free trial to paid.

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