How Weight Loss Management Program, Sequence, Grew to $25MM ARR in 15 Months Using Lantern’s Full-Funnel Marketing Approach
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Marketing a weight loss solution in today’s world is no easy task. With hundreds of solutions available, it’s become incredibly difficult to differentiate health and weight management products. This is the core problem that Sequence knew they would be up against when they were preparing to launch in 2021.
Sequence is a weight management program that pairs FDA approved GLP-1 medications like Ozempic with certified dietitians and medical professionals to help customers control their weight. The Sequence team had full confidence in their program but they needed to acquire new customers quickly and keep their acquisition costs low. That’s why they chose Lantern. The goal was to boost conversion rates and start bringing in more revenue at a lower CAC as soon as possible.
Tailored Ads and Custom Email Campaigns
“Lantern started working with us on day one,” said Remi Cossart, CEO and Co-founder of Sequence. “In 6 months, we went from idea to launch to a real consumer brand acquiring hundreds of new customers a week at an incredible CAC — all before hiring our first full-time marketer.”
Lantern’s team of experienced marketers started by doing a deep dive on Sequence’s Ideal Customer Profile to understand the challenges they faced when seeking a weight loss solution. From there, Lantern developed messaging for the Sequence website and designed the site around that core brand messaging.
Next, the team developed Instagram and Facebook video ads for Sequence, as well as Google Search and Displays ads, highlighting the 1:1 care that Sequence provides clients in their weight management journey, as well as the FDA-approved weight loss medication, like Ozembic and Mounjaro, that can be incorporated into Sequence weight loss programs.
Lantern used real user testimonials in the ads to give Sequence the social proof and validation they needed as a newcomer to the market. One of the highest performing Facebook ads they created included a quote from a Sequence user that said, “I’m already down 29 pounds.” Lantern found that highlighting users who experienced smaller weight loss over a short amount of time performed better than highlighting users who experienced a larger weight loss over an uncertain amount of time.
Another huge area of opportunity to grow Sequence’s user base was lifecycle marketing. Lantern spent time iterating on subject line, content, CTA, order, and timing, resulting in four email journeys with 15 touches in order to increase conversions.
The emails included standout statistics like the fact that Sequence members were losing 15% of their body weight on average. They also offered new users their first medical consultation for free, and a quiz that would provide them with a personalized weight loss program. After launching their revamped email campaigns, nearly 50% of Sequence’s conversions had an email click as part of their journey.
2x More Conversions at 40% Below Target CAC
Lantern’s paid Meta and Google ads helped Sequence’s customer acquisition go from $0 to a six-figure monthly budget, driving a 6x improvement in their paid marketing traffic conversion. Within three months of launch, Lantern was driving 2x more conversions for Sequence than planned, at 40% below their target customer acquisition cost. As of February 2023, less than two years after launch, the company had more than 24,000 users. Thanks to Lantern’s full-funnel marketing approach, Sequence grew to $25MM in annual recurring revenue within 15 months, and ultimately sold the company to Weight Watchers for $130MM in 2023.
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