Sydney, 15 May 2019: SuperFastDiet co-founder Gen Davidson explains that it was a chance meeting with her brother-in-law that sparked the idea for SuperFastDiet.
“It was the first time that I’d seen him in three months, and he was literally half his size. It was the first time I’d come across intermittent fasting. I researched the concept and the science, and was excited by its promise and by how sustainable it was as a weight-loss program. And I ended up losing 30 kilos myself.”
Intermittent fasting is simply “part-time dieting” or a eat-stop-eat approach, and there are several different methods. It has gained worldwide attention on the back of recent studies* which have affirmed its results and medical benefits.
With business backgrounds in the fitness, weight-loss and publishing industries, Gen Davidson teamed up with co-founder Victoria Black to create SuperFastDiet – an online program which provides education and support for dieters to discover their ideal intermittent fasting method and achieve their ideal weight. The company was supported by early-funding firm Investible with seed-funding of $2.153 million, and the company won the “Australian Start Up Business of the Year” in the Optus/My Business Awards last November.
Building pillars, creating communities, using data
The two founders built a sustainable business strategy based on three pillars: the intermittent fasting method, offering better foods and lifestyle, and building an engaged community to provide support to everyone on the program.
Motivation, including peer support from fellow dieters, was central to the growth plan. As a startup, the company wanted to rely on digital and social marketing. The team knew that, although they had digital marketing experience, they needed a digital partner to take their business to the next level, and turned to Digivizer.
“We were extremely good on organic social media but hadn’t really had to spend money on paid advertising. To scale SuperFastDiet quickly, we needed to do that, especially as the platforms move more to pay-to-play,” said Victoria Black. “We have very high ambitions at SuperFastDiet, and wanted a business partner for the future that could help us scale.”
Previous agency engagements had proved frustrating, with confused information that was often late and incomplete. All Gen Davidson and Victoria Black could measure were budget outgoings, and the relatively small number of leads this generated.
The switch to the Digivizer provides insights across all social and search platforms being used by SuperFastDiet. The result was a reduced cost-per-lead by 56% and an increase in the volume of leads by 176%, within three months.
The company’s founders and digital marketers use Digivizer to understand the performance of programs, optimize budgets and programs, and measure the effectiveness of digital and social media content.
“We can pinpoint the numbers behind the insights that demonstrate what is going on, in the language we need for our business,” said Victoria Black. “To know exactly where our marketing dollars are going and exactly what’s happening with them, in real-time, is gold for us.”
This data-driven approach to understanding the company’s digital marketing performance now goes beyond paid campaigns: SuperFastDiet is working with Digivizer to do a full review of other aspects of its digital marketing program, including its website and its EDMs. Using data to manage performance and demonstrate growth is also important as SuperFastDiet expands globally. With a book contract signed, expansion to the US and UK under consideration, and a capital raise planned for the future, Gen Davidson and Victoria Black know that every single piece of data is important to investors.
Digivizer helps businesses understand and get more from their digital investment across social and search. Digivizer’s platform helps businesses measure and understand the performance of their digital marketing programs across owned, earned and paid media, in a single view, in real-time.
Digivizer offers plans that scale to the number of users, the number of connected paid and search accounts, and the number of influencers and hashtags being tracked. The Digivizer Starter Plan costs US$89 per month, with all plans offering 30 days of data across all paid, owned and earned and the first 30 days free.
Digivizer is an ad partner and development partner to the major social and search platforms including Facebook (incorporating Instagram), Twitter, LinkedIn and Google (incorporating YouTube).
Digivizer is at:
For more information:
Alan Smith, Head of Strategic Business Communications, Digivizer.
*Selected scientific studies and sources