Cracking the Code

An Introduction to Growth Hacking

Imagine you’re leading a big budget marketing campaign, and despite months of meticulous planning, briefing, aligning on copy, creatives, media strategy, the results just aren’t adding up.

It doesn’t have to be massive, you can test very small changes. Like the visibility of the free shipping message.

This happening to me during my time at Heineken, and by accident I discovered the power of growth hacking.

Stuck in the same old marketing slump

Traditional marketing approaches are slow and inflexible, much like steering a massive ship that can’t quickly change course. Even when the iceberg of “ad fatigue” is directly ahead, people shouting and screaming:

“AAAARGhhhh what do we now?!”
“Let’s book a meeting!”
”I’ll prep a deck”
”Make sure to get approval!”
”There’s no meeting room availa…”

KA-BAMM!

Hole in the vessel.

Ship sunk.

Everyone lost.

Campaigns are often planned months (if not longer) in advance, and by the time they roll out, they might not hit the mark perfectly. This delayed reaction can cost businesses valuable time and conversion opportunities.

Feeling that Weight of…