Charma, FKA WorkPatterns, is an HR tool that helps managers create and lead aligned, accountable teams. We had the opportunity to work with this easy-to-use tool to track one-on-ones and performance metrics after their significant change in name and branding.
I was surprised that 42 made as much progress as fast as they did in, like, some of our bigger problems. Literally, when they first started, there wasn't trust in any of our reporting, and that was overcome really quickly. It was impressive.
When we first met with Adam Berke, their CEO, we realized we needed to get to work FAST. Unfortunately, the branding and name change hurt the performance of a great product. Adam and his team needed an agency to understand and fix what was happening with their declining Sign-Up numbers.
We took over performance marketing execution while auditing and fixing all their Sales and Marketing systems, so that we could have unified, trusted reporting.
Facebook, aka Meta, was the primary driver of performance on the Paid Social side.
When we took over the accounts, Charma struggled to get Facebook up and running the re-brand. We hypothesized that during the re-brand and domain migration, some of the Meta Ads technical setup was broken. We dug into the Conversions API setup, Segment Integration, Server Side Events & Browser Events. We eventually rebuilt the tracking with Meta via Segment & Conversions API to get better data resolution, especially with privacy and cookie blockers - browser side events were ineffective.
PAID SOCIAL
OnMeta, the key activities that helped us:
PAID SEARCH
Before engaging with 42 - Charma had limited success with Paid Search as a channel for driving signups and acquisition.
We're proud to have contributed to their success by fully immersing ourselves as strategic growth partners. The Predictive Index bought Charma at the end of 2023.