We analyzed Lina’s product, user journey, and competitive landscape to position the app as a daily GLP-1 companion rather than another generic health tracker. We identified key user challenges, including side-effect management, nutrition uncertainty, hydration, protein intake, and staying consistent with medication.

We built a paid acquisition framework designed to track the complete customer journey from ad engagement to subscription. Campaigns were structured around the five-stage funnel: pain-point messaging, app store visit, onboarding, seven-day trial, and paid subscription.

We launched testing across Meta targeting women ages 25–60 in the U.S. and U.K., evaluating different messaging angles, creative formats, and audience segments. Testing focused on identifying which pain points and benefits drove the strongest app installs and trial starts.

We analyzed performance across the acquisition funnel to identify the highest-converting audiences and messaging combinations. These insights will guide future scaling toward lower-cost app installs, increased trial volume, and paid subscriber growth.