CASE STUDY:
The world’s largest source of transformational media.
A member-supported media network of truth seekers and believers, Gaia answers life’s deeper questions. The platform streams over 8,000 ad-free titles that challenge modern paradigms and allow you to manifest the reality that defines your being.
Unlocking growth.
Fresh off a decade-plus leading Xbox marketing at Microsoft, Jaymi joined Gaia as their Chief Marketing Officer.
In five years, she grew subscriptions 1500%.
Millions of people globally wanted a curated collection of exclusive videos that explored the edges of consciousness — from yoga to the cosmos. But the team had plateaued at 40,000 members. Jaymi’s job was to rebrand the business and find growth.
Out of the gate, she invested her time in crafting the brand. The story had been unfocused, the value unclear, and even the audience insights were just good guesses. Jaymi focused on qualifying and quantifying the target audiences, refining the value props, elevated Gaia’s image, and crafting laser-focused, exquisite, hardworking creative and messaging.
“Then we leaned hard into digital performance-based marketing and found the bend of the hockey stick,” she recalls. “Facebook would call to dig into how we were doing what we were doing. Google called one day to share a robust report of our burgeoning social footprint — ‘you are officially one of our fastest growing social brands this year.’ We succeeded, however, not because of our science. We excelled because of our storytelling.”
“Our endeavor at Gaia was to embrace the niche, but in a way that was really enticing to the next two adjacent circles. We weren’t looking at the outer ring, but also weren’t interested in just the bullseye. We wanted to stay faithful to the niche, but take it towards the mainstream. If you were interested in wellness, you’d be interested in Gaia. And it was good growth. They stuck around.”
— JB
Lighting up community.
“Many companies set out to create communities, but the truth is communities exist on their own — its members may simply not have found one another yet.
“You can, however, catalyze a network with human stories that use the native language of your tribe. That way, those who share the same ethos know others like them exist.” — JB
BY THE NUMBERS
Now in 186 countries.
In five years, Gaia grew 1,500%.
85%
YOY Growth
(5 Years)
15X
Subscriber growth
(5 Years)
2.5X
Lifetime Value against Cost Per Acquisition.
8X
Six-month growth in social media followers
