CMMN
A growth program built on the same principle as the community itself: every connection compounds.
- Audience Research & Strategy
- Paid Growth & Performance Media
- Performance Creative
- Email & Lifecycle Automation
CMMN is an Australian community organization that unites communities to empower individuals through innovation, education, networking, and creativity. Its members are Gen Z and millennials who come for genuine connection: to learn, to build, and to find their people. Summits and gatherings are where that mission takes physical form.
Growth for a community organization has a distinctive logic: every new member makes the product better for everyone already inside. CMMN asked us to turn that logic into a working system. We ran multi-channel campaigns across Google and Facebook, built lead-capture funnels with automated forms, email drip sequences, and retargeting, segmented personas across the membership, and refined creative and targeting every week. The goal was a loop in which the funnel feeds the community and the community feeds the funnel.
Reaching a Generation Fluent in Advertising
CMMN's product is connection, which is precisely the thing an ad struggles to convey. Its audience of Gen Z and millennial members has grown up inside performance marketing and can identify a transactional pitch in half a scroll. The organization needed more people at its summits, because the summit is where membership becomes belonging, yet every acquisition tactic carried a risk: sound like a brand and the community instinct that makes CMMN work begins to erode. The challenge was to grow attendance through paid channels while sounding, at every touchpoint, like an invitation from the community itself.
A Funnel Built Like a Community
We built the program as one connected loop. Persona segmentation came first, so each Gen Z and millennial segment met an invitation written in its own register. Multi-channel campaigns across Google and Facebook carried those invitations out, and lead-capture funnels with automated forms turned interest into a relationship the moment it surfaced. Email drip sequences deepened that relationship in the community's voice, while retargeting returned to people who had paused at the threshold. Each week we refined creative and targeting, feeding what the audience taught us into the next cycle. The funnel behaved the way the community does: it kept the conversation going.
We segmented CMMN's Gen Z and millennial audience into distinct personas, each with its own message and creative direction.
Campaigns across Google and Facebook carried each persona's version of the invitation to the feeds where that audience already spends its time.
Lead-capture forms, email drip sequences, and retargeting moved each prospect from first click toward a confirmed summit registration.
Every week we reviewed performance and refined creative and targeting, so each cycle started smarter than the last.
The Compounding Returns of Belonging
The loop performed the way it was designed to. Weekly refinement made every ad more fluent in its persona's language, and the audience noticed: ad engagement climbed +63%, a signal that the creative was landing as an invitation. That engagement flowed through the automated funnels, where forms, drip sequences, and retargeting converted attention into commitment, and summit registrations grew +42% quarter over quarter. Fuller summits meant a stronger community, and a stronger community gave the next quarter's campaigns more to say. The funnel fed the community, and the community fed the funnel.
Every person the funnel found made the community more worth finding.
Let's grow.
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