The client need
ByMany is a leadership development organisation with an impressive track record of working closely with top executives and leaders since 2018. Their model is built around human, collective, and future-creating leadership, and they arrived at Humans of Purpose with their own market analysis and a complete business strategy already defined.
The work ahead was a product launch. ByMany was launching a community membership model, including a free subscription tier for their growing audience. The paid membership offer brings together a premium biannual journal, digital resources and exclusive events including their annual Learning Carnival. The vision was clear yet the go-to-market strategy was missing.
Three questions shaped the brief for Humans of Purpose:
- How do you communicate a multi-layered and compelling membership, without giving the full experience away before someone joins?
- How do you establish a sharp, distinctive point of view in a crowded leadership development market?
- And how do you build genuine community around something new, where value compounds over time and members become part of the offer itself?
Our approach
Humans of Purpose brought to life a complete content and campaign foundation for the membership launch.
The strategy sprint began with deep audience profiling, building an understanding who ByMany’s target member was, how they thought about leadership, where they spent time online, and what would move them from awareness to sign-up.
From this, the team developed a point of view framework giving ByMany a clear editorial position in a market where leadership content is plentiful but distinctive voices are rare.
Content pillars and a channel strategy gave each platform and key message a defined role, moving away from episodic posting toward a coherent content ecosystem. Thought leadership and editorial content built visible authority and trust with new audiences.
The landing page at membership.bymany.com.au was designed and built to communicate the full membership value, without overwhelming a first-time visitor. It structured the free and paid tiers with clarity, surfaced social proof from existing members, and created a clean pathway to join. Paid advertising was managed to extend reach beyond ByMany’s existing audience, with targeting built around the precise profile of their ideal member.
The outcomes
We created a cohesive system with an editorial structure across Instagram and LinkedIn, four content pillars designed to move an audience from curiosity to community, and a website and landing page built to convert. With clear tracking in place month on month, we can see exactly what’s working and keep building on it. Early signals showed us that:
- Month 1 saw subscribers grow by 40% and have kept climbing since. Membership moved from concept to conversion in that same window, with the community continuing to build.
- The landing page delivered is already converting well above industry benchmark. Website sessions and unique visitors both grew steadily in month one and have kept trending upward since.
- Engagement outperformed industry benchmarks across every channel we tracked. LinkedIn ran more than seven times above the typical benchmark for the platform, while Instagram has outperformed benchmark also.
What we built
The subscriber base grew 40% in the campaign’s first month alone, reaching 322 subscribers, and has continued climbing since, sitting at 456 by mid-July. Membership itself moved from concept to sale in the same window, with 53 clicks through to the membership page converting into ByMany’s first confirmed members from a completely cold start.
What happened
The landing page proved the content strategy was doing real work. In its first month alone, we achieved a 10.6% click-through rate against an industry benchmark of 4.3–6.6%. Website sessions grew 22% and unique visitors 52% over the same period, evidence that the point of view and content system were reaching people well beyond ByMany’s existing audience. We are confident that we have now a cohesive content system, built to scale. The editorial content structure across Instagram and LinkedIn is anchored to four content pillars designed to move an audience from curiosity to community. ByMany now have an established membership funnel, growing month on month. 
The takeaway
No paid media. A subscriber base growing steadily from day one. A membership offer converting before the campaign had even found its rhythm. It is what happens when strategy, content and infrastructure are built as one system rather than assembled piece by piece. ByMany now have a shared language around their offer, clarity on their target audience, and the confidence to show up consistently in a crowded market.
In their words…
“We had a strong identity as a business and brand, but launching something new meant bringing in fresh thinking. Humans of Purpose helped us position and communicate the membership in a way we hadn’t been able to do ourselves. We came out with a clearer go-to-market approach, a stronger sense of who we were speaking to, and a lot more confidence in how we show up as a brand.”
– Gemma, Chief Product Office, ByMany