Asana

How Asana grew revenue by 86% from 2019 to 2020

Where there's Asana there's a way.
Platforms
Search, Programmatic Display, Youtube & Video, Connected TV, Facebook, Instagram, Spotify, Pandora, LinkedIn
What We Did
  • Strategy
  • Optimization
  • Incrementality Testing
  • Audience + Market Exploration
Work With Us

Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly. They are empowering millions of teams across 190 countries to do great things with Asana.

Thrive Digital has helped Asana continue to scale, learn, and adapt to constant market opportunities, which has helped accelerate the company's success and contributed to their 86% growth in revenue between 2019 and 2020.

Goals

Optimization
Continually optimize performance marketing channels around Life Time Value, High Value Sign Ups, Cost per Acquisition (CPA), Lifted Users (Lift Studies) and numerous micro-conversion performance indicators.
Strategic Leadership
Asana's motto of 'do great things, fast' meant needing a partner who would continually push for innovation in order to reach growth targets.
Complimentary Expansion
Growth marketing efforts had to work alongside other tactics, such as offline media, brand media, while still aligning on overall company goals and targets.
Measuring Success
Develop more robust measurement to ensure campaigns optimized toward higher intent users who would become ultimate revenue drivers.

Solution

Adaptive to sudden market changes
During March 2020 when the world took to remote working, Asana was the solution so many teams needed. By quickly and routinely monitoring wider agency and comparable trends we were able to continually adapt targeting, budgets, data forecasts, and creative/content to the new market needs.
Incrementality Testing
Understanding the true impact of marketing efforts is crucial to long term success. We planned a series of incrementality tests to not only establish baselines but to have a continual incrementality measurement process to achieve overall ROI growth.
Brand Lift
For channels with high engagement ad experiences such as Audio, Youtube and Connected TV we ran iterative brand lifts to get a read on initial brand lift effectiveness and to gain key insights on creative learnings, bid & audience strategies for estimated eventual return.
Audience Evaluation
As in any SaaS project, not all signups are equal, creating a tiered strategy for differing audiences or new market opportunities based on estimated different down-funnel values across search + programmatic helped develop the right balance between bid targets and expected return.
THE RESULT
+102% Paid High-Value Signups
-55% Paid Search CPA
“Thrive worked hand-in-hand with our in-house team to craft a bold strategic vision for our digital marketing program, and then ensured that every detail and dollar was accounted for in our campaigns. Asana's acquisition program is more effective thanks to our partnership and co-creation with Thrive.”
Ashley Kemper
Head of Acquisitions, Asana, Inc.

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