duo Strategy

How we used FOMO to build Humanity’s waiting list and convert those sign-ups to downloads


Humanity is a health and wellness app designed to help users age more gracefully and live a healthier, more fulfilling lifestyle. With their seed round secured and the core functionality of the app developed, Humanity knew it was time to begin their big marketing push.
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The Goal

Humanity’s goal was to cost-effectively build their waiting list while creating even more anticipation around the app’s impending launch. Additionally, Humanity sought to utilize FOMO as a core pillar of the marketing strategy
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The Strategy

Duo Strategy designed a social media advertising plan centered around Humanity’s irresistible hook and app promise — Discover your Rate of Aging. Once waiting list sign-ups were acquired, Duo implemented several event-triggered email sequences to nurture and convert them into downloads.

The Results

Humanity increased their waiting list by more than 320% while generating an outstanding 79.60% conversion rate from waiting list to install. Additionally, Duo Strategy successfully achieved a <$0.75 cost per click by developing and designing Humanity’s creative assets and ad copy.


Cost Per Click


Waiting List Signups


Waiting List to Install CVR

"Taylor and Grant are consummate professionals, who are a pleasure to work with. They adapt to change and proactively improve performance and approach to growth campaigns while receiving client feedback really well. I definitely recommend them as my go-to agency for growth marketing."

Peter Ward | CEO, Co-Founder
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