How Baseline Vision boosted their pipeline and became a powerful challenger brand

The Challenge: Achieve scalable sales growth with cost-effective acquisition

Baseline Vision is the only solution of its kind, combining the accessibility of smartphone-based systems with the performance and accuracy of top-of-the-line systems used at Wimbledon. 

Baseline experienced incredible success right out of the gate, with multiple production batches selling out. Tennis schools, coaches, and clubs worldwide fought to get their hands on this technology. 

CEO Michael Chojnacki wanted to refine Baseline’s GTM strategy and scale their acquisition. Growth was the clear goal, but not at all costs. The focus was on achieving profitable and sustainable expansion.

Michael wanted a growth partner who could deliver clear insights on the optimal path ahead and work intimately with the team as they expanded.

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The Strategy: Crafting a path to sustainable & profitable growth

Baseline aimed to harness growth through social media and performance marketing but sought to pinpoint the best approach for optimal results.

We employed a rigorous A|B testing approach, honing in on specific customer segments with tailored landing pages.

Overall, we experimented with:

• Positioning
• Messaging
• Geographic locations
• Audience segmentation
• Creative formats and visuals

This meticulous process led to a 38% decrease in average CAC compared to Baseline’s previous campaigns. 

In parallel, we established a strong organic social media presence, with user-generated content (UGC) and educational short-form videos. This drove strong content interaction, built a loyal audience and drove direct acquisition/purchases. 

We also created a dedicated email newsletter and nurture sequences to build trust with potential buyers (given the longer sales cycles for tennis schools and coaching businesses), which now accounts for ~13% of sales transactions.

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The ROI: Sold-out batches & increased sales

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We've continued to see steady growth working with Baseline, with an average 2-3x increase in sales.

Our paid and organic social media campaigns have worked together to create a strong online presence, allowing Baseline to foster relationships with key institutions in the industry. 

They are now an Official Partner of Tennis Europe and have been added to the International Tennis Federation's list of Appoved Player Analysis Technology.

Baseline has also attracted the attention of mega influencers with millions of followers, who have bypassed their managers to promote the product and sell on a commission basis. 

Baseline has achieved so much in the time we've worked together. We look forward to our continued partnership.