In today’s crowded market, finding effective ways to reach customers can be challenging, especially for growing brands on a budget.
While traditional marketing channels are often costly and saturated, many businesses have discovered success by tapping into lesser-known, hidden channels for customer acquisition. These channels offer a fresh, budget-friendly way to connect with audiences and stand out in competitive industries.
If you missed our full guide on these hidden channels, click here to learn more.
Now, if you’ve read that already, here are three real-world case studies showing how brands like Gymshark, Nutpods, and Domino’s used these innovative channels to grow their customer base. Read ahead.
Case Studies of Businesses Using These Hidden Customer Acquisition Channels
Here are detailed case studies showing how these startups achieved remarkable growth by using hidden customer acquisition channels.
1. Gymshark: Achieving 193 Million Views with Micro-Influencer Campaigns
Gymshark is a fitness apparel brand that started in the UK. Known for its trendy workout gear, it caters to fitness enthusiasts and athletes.
Problem
As a newcomer in the highly competitive fitness industry, Gymshark needed a way to build brand awareness on a limited budget. Competing with larger brands, they wanted to establish a strong community around their brand and drive engagement through unconventional methods.
Solution
Gymshark focused on using micro-influencers. Their #Gymshark66 campaign asked users to set fitness goals and document their transformation over 66 days, creating a sense of challenge and community.
Influencers promoted the challenge on TikTok and Instagram, inspiring users to participate and share their progress with the hashtag #Gymshark66. Gymshark also ensured that their influencers aligned with their audience’s fitness goals, making the content feel authentic and relevant.
Result
The campaign went viral, with over 193 million views across social platforms. This boosted Gymshark’s brand awareness and built a loyal community of fitness enthusiasts. By choosing micro-influencers instead of larger, more expensive ones, they achieved massive reach while keeping their marketing costs low.
2. Nutpods: Creating 3,000+ Content Pieces with an Ambassador Program
Nutpods is a plant-based creamer company known for offering vegan, gluten-free, and Whole30-approved products.
Problem
Nutpods needed to increase visibility and engagement within their niche but wanted to do so in a way that felt authentic to their community of health-conscious consumers.
Solution
Nutpods launched an ambassador program, providing free products to influencers who aligned with their values. These influencers shared honest reviews and lifestyle posts featuring Nutpods products.
In addition, Nutpods implemented an affiliate program where influencers could earn commissions for every sale made through their unique links. This dual strategy ensured a steady stream of authentic content while also incentivizing influencers to drive conversions.
Result
Nutpods’ program resulted in the creation of over 3,000 pieces of content and 600+ fulfilled orders. This approach helped them build strong relationships with influencers while also driving consistent engagement and sales.
3. Domino’s: 50% of Digital Sales through Voice-Ordering Platform
Domino’s is one of the world’s largest pizza chains, known for its focus on delivery and innovation. It operates over 14,000 stores in more than 85 countries.
Problem
As voice technology became more popular, Domino’s wanted to offer customers an easier way to order food. They needed a solution that could handle complex menu options and integrate with smart devices.
Solution
In 2016, Domino’s launched its “AnyWare” platform, which allowed customers to order pizzas via Google Home, Amazon Echo, and other smart devices. They used Google’s Dialog Flow technology to create a seamless ordering experience through voice commands.
Result
The voice-ordering system played a crucial role in Domino’s transformation into an eCommerce leader. By 2018, digital sales accounted for more than 60% of Domino’s total revenue, and nearly half of those digital orders came through mobile devices and voice-enabled platforms.
Unlock Hidden Channels with Kyanon Digital
These case studies show the power of thinking outside the box when it comes to customer acquisition. By using unique channels, brands like Gymshark, Nutpods, and Domino’s were able to reach their audiences in new ways. Finding the right approach for your business can make all the difference.
So, are you looking to grow your brand with innovative marketing strategies?
Kyanon Digital specializes in helping businesses reach their potential by finding and leveraging hidden channels for customer acquisition. With deep expertise in mobile app development and interactive content, Kyanon creates engaging customer experiences that build brand loyalty and simplify access to products and services.
Contact us today to discover how we can help your brand grow!
