A distant third, closing on the top two.
LEVEL ran a real-world study on Sleep Protab, then moved the results into five channels. Sales rose 51% over the four months that followed.
Most research never leaves the report.
A brand commissions a study, reads the findings once, and files them. The research is sound. The return is zero.
LEVEL took the opposite approach. Their positioning is built on leading with science, in a category the standard research playbook doesn't reach. When the sleep study results landed, they moved them into five channels.
Here is what happened to the product.
The four months after the first email.
LEVEL's first marketing email carrying the study results went out in February. Over the four months that followed, Sleep Protab sales rose 51%.
When asked how much of that growth traced to promoting the study results, LEVEL's Jamie Feaster answered:
“We attribute much of the growth to the study and the activation around it.”
Head of E-commerce / DTCFive channels. One dataset. Four months.
Where LEVEL put the results.
A dedicated sleep study section on the homepage, carrying the headline results and a link through to the full findings.
See the live homepageA “Proven sleep support” section on the Sleep Protab product page carrying three headline results, with a link through to the full findings.
See the live product pageA printed flyer in outbound shipments, putting the findings in the box alongside the product.
Per LEVEL, the newsletters carrying the sleep study results were among the best performing of all time. The results announcement drew a 60% open rate and became their highest-converting email to orders.
A PR Newswire release announcing the study results.
No new website. No rebrand. The data went where customers already were.
What moved underneath the top line.
The headline is the 51%. The second number is who was buying.
Existing customers came back. The returning-customer rate for Sleep Protab purchasers rose from 41% to 53% in the first 60 days after release.
“MoreBetter has made it easier for us to lean into our strategy to lead with science. Our customers are discerning and our category is starved for data. Having real world data helps us establish trust more quickly and grow our category.”
Head of E-commerce / DTCWhat we ran.
Validated instruments, a within-participant baseline, and daily self-report. Run remotely, on a product a traditional trial would never reach.
The study produced the data. The activation produced the result.
A category starved for evidence rewards the brand that brings some. But only if the brand puts it where customers already are. LEVEL ran one dataset through five channels for four months and moved a distant third into contention with their bestsellers.
“The real world study data has unlocked powerful new messaging and instilled even deeper confidence in the efficacy of our products.”
Head of E-commerce / DTCThe report is the beginning of the work, not the end of it.
What would your data unlock?
We run real-world studies for products the standard playbook can't reach — and we help you put the results to work.
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