Deviate LabsInnovative GrowthMarketing Agency
If your startup has gone from 'Zero to One', Deviate Labs will help you go from One to a Million...
Deviate Labs is a growth marketing agency established in 2013. We offer a wide spectrum of custom-tailored marketing services, and can work in an advisory or execution role. Some of our past clients are:
- venture-backed startups like Dollar Shave Club, acquired by Unilever for $1 billion
- celebrity-founded startups like Hello Bello, founded by Kristen Bell and Dax Shepard
- bootstrapped ventures like Tapfiliate, the largest affiliate marketing SaaS company in Europe
- Shark Tank featured startups like Lollaland, backed by Mark Cuban and Robert Herjavec
- Grammy-nominated musicians like Michael Marquart, the former drummer in the 80s rock band, A Flock of Seagulls.
Our growth marketing campaigns have been featured on media outlets like CBS, VentureBeat, and NPR. In 2017, the Deviate Labs' co-founders — Chad Riddersen and Raymond Fong — authored the Amazon Best Seller "Growth Hacking: Silicon Valley's Best Kept Secret".
Why Companies Choose Us
Deviate Labs marries time-proven marketing tactics with creative "out-of-the-box" growth hacks. We recognize that each client's circumstances are unique. Rather than fitting every client into a cookie-cutter plan, we customize our go-to-market tactics for every engagement.
We are industry agnostic, having worked with clients across a breadth of industries including:
- Roxx, a famous tattoo artist with work featured in the Museum of Modern Art
- The website hosting division of Automattic, the company behind WordPress
- Beasts of Balance, an interactive board game company backed by Amazon and acquired by Niantic, the creators of Pokémon Go
- An Instagram influencer, Jenny Cipoletti, on the launch of a mobile app
- A YouTube influencer, The Idaho Painter, on the launch of a private-label product line
- An international conglomerate that owns the resale rights to all .tech domains
Our work ranges from direct-to-consumer ecommerce, to enterprise SaaS, to mobile apps. We swipe tactics from one industry and deploy them in others. This free-flow exchange of ideas empowers our go-to-market strategies and differentiates us from "traditional" marketing agencies.
We are based in North America, but our clients range from London, Paris, Amsterdam, Mumbai, Shanghai, and beyond. As marketing ambassadors, we take tactics forged in the fires of America's free market capitalism and transport them around the world.
Three Examples of Growth Hacks
Deviate Labs' growth marketing ideology is rooted in marketing fundamentals steeped with battle-tested strategies. However, with the right circumstances and clients, we have had the opportunity to implement experimental growth hacks. Following are three examples whose results exceeded even our own expectations, with some confidential details omitted for client privacy.
Breaking Through the Black Friday Noise
Radix is a conglomerate that owns the registration rights for top-level domains. They retained us to identify and execute a campaign to capture the tech community's attention. Our ultimate goal was to raise awareness around Radix' .tech domains.
After a multi-month growth hacking ideation process, Radix settled on an "anti-ad campaign". We scheduled it to launch on the most crowded advertising week of the year: Black Friday through Cyber Monday.
To break through the Black Friday noise, we conceived and architected a series of digital puzzle rooms. Each room was a tech-themed challenge filled with ciphers and trivia tailored to the tech community.
Over 193,000 techies tried their hand at Break the Code, with the average visitor spending an astonishing 17.4 minutes on the site! Our puzzle campaign spawned myriad media, ranging from YouTube tutorials to a dedicated Discord server, to a 5000+ comment Reddit megathread. There was even a change.org petition for Break the Code themed merchandise. Radix quite literally had people writing in to say that the campaign changed their lives.
Sold-Out Pre-Launch on a $0 Ad Budget
We were retained by a Chinese pet product manufacturer. They wanted to transition from white-label retail partnerships to direct-to-consumer household sales.
Inspired by Google's Star Wars homage and Harry's infamous incentivized referral pre-launch, we cherry-picked components from both campaigns. We created a one-of-a-kind mash-up for the client's pre-launch: a viral campaign that pitted dog and cat lovers against each other. The campaign leveraged our technical background in conjunction with our marketing prowess.
Over the course of just ten days, and without spending a dime on advertising, the landing page saw 130,000+ unique visitors. We got 40,000 email leads and 50,000+ social likes, shares, and comments. Our campaign was a hit with hundreds of local animal shelters, leading to millions of social media impressions.
Days after the official launch of the client's ecommerce site, most of their merchandise sold out due to popular demand.