Cases · True North · Experiences · Full-funnel & retention
-41% CPACamps that fill themselves — year over year on signups.
Sold out
BaseCamp filled systematically — the first time
-41%
cost per sign-up, year over year
29%
of parents bought a new camp within 60 days
Meta Ads
Klaviyo
Google Analytics 4Meta CAPICost per sign-up
Year over year — indexed
01The starting point
True North sells development camps for children and teenagers — a product parents have to trust before they buy. Spots weren't selling out before the season started, data was fragmented across two domains, and there was no system for reselling to families who had already been on camp — even though they were the most obvious buyers of the next one.
02One data foundation
The two domains were unified with server-side tracking, so the customer journey could be followed from first click to sign-up — 92% of conversions tracked. Without that foundation the rest would have been guesswork: you can't build a resell engine on data you don't trust.
03The event engine
The open evenings became a lead engine: full-funnel Meta with video campaigns builds the awareness, engagement retargeting picks it up, and RSVP flows in Klaviyo carry the sign-up all the way to showing up. An event is the cheapest way to build the trust this product requires.
04Reselling as a system
After every camp, a post-camp flow kicks in: photos, milestones — and the next level. The family is warmest right after a good experience, and the flow lands exactly there. 29% of parents bought another camp within 60 days, and the secondary camps reached 75% occupancy through re-engagement.
05The creative find
The strongest move was the most honest one: real behind-the-scenes footage from camps doubled the click rate of polished ads. Parents don't buy production value — they buy being able to see what their child comes home with.
06The outcome
BaseCamp was filled systematically for the first time, and the cost per sign-up fell 41% year over year — while occupancy rose. Camps that refill themselves isn't a slogan; it's the loop, running.
The retention loop — stylised
Camps that refill themselves.
Acquisition fills the first camp. The loop fills the rest: every camp ends inside a flow that starts the next one.
01
Open evening
Event as lead engine — RSVP flows in Klaviyo
02
First camp
The product sells the next step itself
03
Post-camp flow
Photos, milestones — and the next level
04
Next camp
29% of parents bought again within 60 days
Next camp starts the loop again — a customer, not a lead
The loop runs on Klaviyo — and on honest creative: real behind-the-scenes footage doubled the click rate of polished ads.
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