Case Study · Hunt A Killer · Subscription
How We Doubled Hunt A Killer's Subscriber Base in 34 Days.
When Hunt A Killer first launched, Sweat Pants was the original growth marketing team that scaled the brand to eight figures. After a year away, growth had stalled. They brought us back with one urgent objective: double the subscriber base in 90 days. We hit it in 34.
2x
Subscriber base
in 34 days
-50%
Blended CAC
before peak season
-39%
Additional CAC drop
after messaging pivot
3x
Faster than plan
90-day goal hit in 34
The Challenge
The Funnel Had Drifted From What Made It Work.
Over time, the brand had shifted away from the quiz-based funnel that originally fueled growth and moved toward a more traditional ecommerce product page.
That was a problem.
Hunt A Killer isn't a simple physical product. It's an immersive experience built around mystery, suspense, and shared entertainment. Traditional product pages struggled to communicate that value clearly.
We needed to restore conversion efficiency while reigniting growth.
The Strategy
Three Moves That Doubled the Subscriber Base.
01
Immediate CAC Recovery
Before peak season even began, we focused on restoring paid media efficiency and funnel performance. Through account restructuring, creative optimization, and funnel improvements:
- Cut blended CAC in half before seasonality hit
- Restored profitable scale potential
- Created room to aggressively increase spend
That alone was a major turnaround.
02
Rebuild the Funnel Around Experience
We reintroduced and optimized a quiz funnel designed to help prospects imagine themselves playing the game. Instead of static product messaging, we used interactive prompts like:
- Would you play with friends, family, or a partner?
- If you got stuck on a clue, would you give up or solve it like a detective?
- Would this be a date night challenge or game night event?
This helped prospects emotionally understand the product before buying.
03
Customer Research and Message Pivot
We interviewed customers directly to understand what was driving purchases. What we found changed everything: customers often weren't buying Hunt A Killer as a “mystery box.” They were buying it as:
- Date night entertainment
- Game night with friends
- A unique shared experience
We rebuilt ad creative, landing pages, and messaging around those use cases. After already cutting CAC in half, we reduced subscriber acquisition cost an additional 39%.
Results
36,000 Subscribers Became 72,000+ in Just Over a Month.
Congratulations on your success and thank you for your partnership.
Sheryl Sandberg, former COO of Meta — on the Hunt A Killer campaign award
Key Takeaway
Most Brands Assume Growth Problems Are Traffic Problems.
Often, they're messaging and positioning problems.
By combining media buying discipline, funnel strategy, and direct customer insight, we helped Hunt A Killer rapidly return to efficient growth and scale faster than ever.
Need Results Like This?
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