Easykind (formerly Cannabate) was launched in 2020 by two ambitious brothers, James and Charlie Fitsioris. After struggling with chronic conditions themselves, they knew there was a better way to deliver alternative healthcare treatments while making the process easy. That’s how Easykind was born.
We met James and Charlie in late 2023, when they were frustrated with agencies that were barely meeting basic expectations. Growth was stagnant, and there was no clear strategy from their agency on how to hit their aggressive growth targets. They needed a team with innovative ideas and the ability to execute them ruthlessly to achieve their goals.
In the first 12 months of working together, we scaled their ad spend by 2232% & delivered over 30,000+ qualified consultations (an icnrease of 880%), growing top line revenue by 1025%. We set new records for initial consults week after week, and their team expanded from 4 full-time staff in January 2024 to 85+ by December 2024.
This case study reveals the strategies that fuelled Easykind’s remarkable growth journey.
After years of slow growth, Easykind’s investors were pushing for scale. Despite more money being poured into the business, the board needed to see this translate into active patient growth at an unprecedented rate. Their existing agencies were falling short, and the team was out of ideas on how to break through to the next phase of growth. Key challenges included:
Easykind’s previous agency relied heavily on Google and neglected Meta due to their inability to produce creatives at scale. Our mission was simple: produce and test as many creatives as possible in the first month to find winning angles to scale in the following months. We had to be cautious due to Meta’s policy on health care, so we used memes and various UGC ads to communicate our offerings without explicitly stating them. We included all existing customers in our targeting to leverage their positive experiences as we quickly found that existing customers were commenting on our posts with positive social proof that was increasing conversions – this also helped our ads get past Meta’s strict policy more seamlessly.
One of the first meetings we had with Easykind was regarding their website & portal design. They had spent months and tens of thousands of dollars with a renowned web design & development company in Australia, only to be left with a completely unusable website that was 10x worse than their existing site. The agency was clearly more development minded than design minded, needless to say the Easykind team were not happy. We stepped in and redesigned every page of their site on Figma in a collaborative process that then led to the design of their industry leading portal. In 3 weeks we finalised a design that blew the Easykind team’s expectations and they passed our designs to their dev team for full development which solved the website & portal headaches. The new website’s improved conversion rate allowed us to spend more and scale the brand effectively & having the new portal in place assisted in driving more profit from existing customers while reducing support tickets.
Easykind’s previous agency struggled to scale ad spend without results deteriorating. By the end of month one, we had identified multiple winning ads and angles that performed well at high spend levels. We began scaling up in 20% increments daily while increasing our creative testing volume. This approach allowed us to consistently find new winning creatives to support the increased spend. We maintained constant communication to manage the team’s capacity limits for consults, enabling rapid business growth in the first few months.
Quick Contact
Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
Quick Links
Get the latest info from us
Join our mailing list to receive insights straight to your inbox