Huckleberry: Revolutionizing Sleep Tracking for Families

Huckleberry combines pediatric sleep expertise with AI technology to create personalized sleep plans for families. By analyzing children’s routines and developmental stages, Huckleberry helps parents optimize sleep schedules. To enhance customer engagement and build an effective CRM strategy, Huckleberry partnered with Massive Rocket to leverage Braze’s capabilities.

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Our Approach

Massive Rocket collaborated with Huckleberry to design a comprehensive CRM strategy focused on user engagement and retention. The approach included diagnosing gaps in lifecycle marketing, optimizing onboarding journeys to improve free trial conversions, and developing segmentation strategies to personalize communication.

Migrating sleep schedule data into Braze enabled real-time segmentation and automation, allowing for precise targeting and dynamic sleep recommendations.

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Execution

The project unfolded across several key areas:

CRM Strategy & Lifecycle Marketing
Massive Rocket implemented structured CRM workflows, optimizing onboarding journeys and personalizing communications through targeted segmentation. This strengthened lifecycle marketing and drove higher trial-to-subscription conversions.

Data Integration & Braze Migration
All sleep data was migrated into Braze, enabling real-time updates and automation. Campaigns were optimized for dark mode, catering to parents’ nighttime app usage, and AI-driven sleep recommendations enhanced personalization.

Continuous Optimization & Testing
Ongoing A/B testing and performance analysis refined messaging and campaign strategies. Regular workshops and post-launch reviews ensured engagement tactics remained dynamic and effective.

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Key Outcomes

Huckleberry’s CRM transformation achieved:

• Improved trial-to-subscription conversion rates through personalized onboarding.
• Higher engagement and retention driven by real-time, data-driven segmentation and AI-powered recommendations.
• Enhanced campaign effectiveness and reduced churn via continuous A/B testing and optimization.
• A unified CRM system supporting seamless data flow and scalable personalized engagement.

This integrated approach empowered Huckleberry to deliver tailored, impactful experiences that resonate with families and support long-term growth.