Crowdseek is a UK personal transformation platform that helps people turn intention into meaningful progress across five life domains including energy, focus, mindset, relationships, and finances. When founder Alan Jones brought me in, he needed more than someone to run ads. He needed a strategic partner who could build the entire commercial and marketing infrastructure for a pre-revenue startup from audience strategy to GDPR-compliant tracking to conversion-optimised landing pages.
The first campaign was a Sleep Pilot: a targeted, data-driven recruitment drive using sleep the entry point into Crowdseek's Energy and Physical Health domain to build early proof of concept before a full product launch. Everything had to be built from scratch, with no margin for a compliance misstep at this stage of the business.
A founder with a strong product and no marketing infrastructure
Crowdseek had a compelling proposition but no way to get it in front of the right people at scale. There was no tracking, no landing pages, no audience strategy, no email follow-up and no budget to waste on a campaign that wasn't built to convert.
The Sleep Pilot was the first real test of the platform's market fit which meant getting this campaign right mattered beyond the pilot itself. Sleep was chosen deliberately: a high-frequency pain point that would resonate immediately and demonstrate Crowdseek's core mechanic of sustainable minimum progress. The targeting had to be precise, the consent and data handling watertight, and the whole system had to work together before a single penny of ad spend went live.
Strategy first, then infrastructure, then activation
My first job was to think like a growth partner, not an ads manager. That meant mapping the full journey from cold audience to pilot sign-up and building each component deliberately, with the next step in mind.
I started with audience strategy: identifying who was most likely to convert and why. From there I designed the creative and messaging approach, built the technical infrastructure, and constructed the campaign ready for launch. Every decision was made with compliance, data quality, and conversion in mind.
End-to-end. Not just the ads.
Three personas. One clear thread.
Rather than targeting broadly, I mapped the specific life contexts where poor sleep was most disruptive and where Crowdseek's sustainable minimum approach would land hardest. Each persona came with distinct creative direction and copy, because the same message doesn't resonate the same way across different life stages and pressures.
Built to be compliant from day one
For a pre-launch startup, getting the data layer wrong at the beginning creates compounding problems. I built and verified the full tracking stack before any ads went live so the data coming in from launch day is clean, attributed correctly, and GDPR-compliant across all touchpoints.
Rebecca has developed and implemented our messaging plan, built the landing pages, and the commercial and tracking setup for my Startup Crowdseek.com. Her value add and input to the startup has been great and better than I could get from a marketing agency.Alan Jones Founder and CEO, Crowdseek
Campaign launching imminently. This case study reflects the full build phase of the Crowdseek Sleep Pilot. Results and performance data will be added once the campaign is live and delivering.
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