The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages

In this episode, Lucas and Luna break down how Lululemon turned its stores into community hubs, creating a marketing funnel that starts with free yoga classes and ends with loyal customers paying premium prices for leggings. They explore the specific tactics Lululemon uses at each stage of the AIDA model—from grassroots ambassador programs to exclusive in-store events that drive repeat purchases....

In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how Reddit turned its sprawling, chaotic user base into a surprisingly effective marketing funnel. They focus on Reddit's 2021 IPO roadshow, which leaned into the platform's raw authenticity instead of polished corporate messaging. Lucas breaks down how Reddit's 'front page of the internet' positioning creates awareness throug...

In episode 77 of The Marketing Funnel Podcast, Lucas and Luna explore an unexpected analogy: the Kubler-Ross five stages of grief as a model for customer decision-making during high-stakes purchases. They walk through a real-world case — how a fertility benefits startup called Carrot Fertility used the grief framework to redesign its marketing funnel, moving from denial-to-action messaging that re...

In this episode, Lucas and Luna break down how Bumble built a marketing funnel around female-first positioning. They trace the journey from awareness (viral launch campaigns and university partnerships) to interest (blog content and safety features) to decision (the subscription tiers Bumble Boost and Bumble Premium) to action (paid upgrades and in-app purchases). Lucas points out that Bumble's IP...

In Episode 75 of The Marketing Funnel Podcast, Lucas and Luna unpack Nike’s audacious move to turn public criticism into a core funnel strategy. Using the AIDA model, they trace how Nike leveraged controversies—like Colin Kaepernick’s 2018 campaign and the backlash over the Alphafly 3’s release—to drive awareness, deepen interest with brand purpose, nudge decision-makers through limited drops, and...

In this episode of The Marketing Funnel Podcast, Lucas and Luna examine how Allbirds constructed a marketing funnel centered on sustainability, from transparency about carbon footprints to a referral program that turned customers into advocates. They break down the Numbers for Nature campaign, the World's Most Comfortable Shoe positioning, and how Allbirds used the carbon footprint label as a deci...

In this episode of The Marketing Funnel Podcast, Lucas and Luna deconstruct how Casper disrupted the mattress industry by building a marketing funnel around sleep storytelling rather than product specs. They trace the awareness stage—where Casper's viral blog posts and sleep studies turned a commodity into a culture—through interest (the perfect mattress quiz), decision (risk-free trials and unbox...

In this episode of The Marketing Funnel Podcast, Lucas and Luna break down how outdoor retailer REI turns the traditional AIDA model on its head using a co-op membership structure. They explore how REI's $30 lifetime membership creates an 'interest before awareness' funnel, with members becoming the brand's most powerful acquisition channel. The hosts discuss specific numbers: how membership drive...

Liquid Death is a canned-water company that uses no traditional advertising, yet it has built a rabid fan base and sold over 500 million cans by 2026. In this episode, Lucas and Luna dissect how the brand inverted the classic AIDA marketing funnel — starting with Awareness as an inside joke, then driving Interest through irreverent content, Decision through scarcity drops, and Action through a sub...

In Episode 70 of The Marketing Funnel Podcast, Lucas and Luna explore how HubSpot disrupted the traditional AIDA funnel by replacing it with a customer-centric flywheel model. They break down the 2018 strategy shift, the specific metrics HubSpot prioritized (like net promoter score and customer lifetime value), and why the flywheel concept has become a staple in SaaS marketing. Using real examples...

In this episode, Lucas and Luna examine the classic AIDA marketing funnel by looking at one of the most famous rivalries in business history: the Cola Wars between Coca-Cola and Pepsi. Lucas walks through each stage—Awareness, Interest, Decision, Action—using real campaigns like the Pepsi Challenge and Coca-Cola's 'Hilltop' ad. Luna pushes back on whether the funnel is still linear today, and they...

In this episode, Lucas and Luna explore how Madewell turned a commodity — denim — into a personalized marketing funnel. They break down the specific in-store and online tactics that drive awareness through fit innovation, build interest with customization options, and convert through the 'Perfect Jean' guarantee. They discuss how Madewell's loyalty program and community fit events create repeat pu...

In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how Duolingo built a marketing funnel around gamification and daily streaks. They break down the specific mechanics: how the green owl uses notifications, leaderboards, and streaks to drive awareness, interest, decision, and action. They discuss the numbers—how the streak feature alone increased daily active users by 30%—and t...

In this episode, Lucas and Luna break down how Glossier turned customer feedback into the core of its marketing funnel. Starting with Emily Weiss's blog 'Into the Gloss', the brand used real comments to co-create products like the Milky Jelly Cleanser and Boy Brow. Lucas explains how Glossier inverted the traditional funnel—turning the decision stage into a conversation before awareness. They disc...

In 2003, LEGO was $800 million in debt, drowning in product sprawl, and had lost touch with its core audience. This episode of The Marketing Funnel Podcast breaks down how the company engineered one of the most dramatic turnarounds in business history — not by inventing a new funnel, but by rediscovering the one they already had. Lucas and Luna walk through the four concrete decisions LEGO made: f...

In Episode 64 of The Marketing Funnel Podcast, Lucas and Luna examine how Patagonia transformed environmental activism into a marketing funnel that drives both awareness and revenue. The hosts break down Patagonia's 'Don't Buy This Jacket' campaign from 2011, its decision to donate 100 percent of Black Friday sales to grassroots environmental groups, and the transfer of ownership to the Patagonia...

Lucas and Luna look at how the meditation app Headspace turned an abstract concept—mindfulness—into a concrete, seven-step marketing funnel that drove over 70 million downloads. They trace the journey from free guided sessions to the paid subscription model, and unpack the specific tactics that moved users from awareness to action without ever promising enlightenment. Along the way, they discuss t...

In this episode of The Marketing Funnel Podcast, Lucas and Luna unpack how Airbnb's marketing funnel relies on real host stories rather than traditional advertising. They examine the Belong Anywhere campaign, the role of user-generated content in the awareness stage, and how Airbnb's shift from experiences to retro-hosting nostalgia drives the decision stage. The conversation includes specific exa...

Lucas and Luna unpack how Trader Joe's turns product scarcity into a marketing superpower. They explore the 'Fear of Missing Out' — FOMO — as a conversion engine, the deliberate two-week product lifecycle that builds urgency, and why Trader Joe's doesn't run a loyalty program or spend on traditional ads. The episode dives into how the grocer keeps the funnel fresh by rotating 80 percent of its inv...

In this episode of The Marketing Funnel Podcast, Lucas and Luna dissect the marketing strategy behind Dollar Shave Club's viral launch video and subscription model. They break down how the company used humor and a direct-to-consumer approach to disrupt the traditional razor market, focusing on the awareness and decision stages of the AIDA funnel. The conversation covers the $4,500 cost of the icon...

Lucas and Luna dissect Spotify Wrapped as a marketing funnel case study. They trace how a simple year-in-review feature transforms listeners into brand advocates, driving awareness, engagement, and action without paid ads. The episode focuses on the 2023 Wrapped rollout, which generated over 60 million social shares in two weeks. Lucas explains the three design principles that make Wrapped work: p...

In this episode of The Marketing Funnel Podcast, Lucas and Luna dive into Google's zero-click search phenomenon and what it means for modern marketing funnels. By 2026, over 65 percent of Google searches end without a click, fundamentally altering the awareness and interest stages of the classic AIDA model. The hosts explore how Google's own features — featured snippets, knowledge panels, and loca...

In this episode of The Marketing Funnel Podcast, Lucas and Luna break down how Quip—the direct-to-consumer electric toothbrush brand—built a marketing funnel that turned oral hygiene into a subscription business. Starting with a minimalist design and a razor-blade model of replacement heads, Quip used in-dentist-office sampling for top-of-funnel awareness, a low upfront price (just $25 for the bru...

In this episode, Lucas and Luna dive into how ClassPass built a marketing funnel that turned limited access into an asset. Starting with the company's January 2026 redesign that scrapped the old credit-based system for a simpler tiered subscription, they explore how the brand uses geographic scarcity, time-limited alerts, and studio exclusivity to drive awareness, interest, decision, and action. L...

In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how Zappos turned customer service into its entire marketing funnel. From the famous policy of free shipping both ways to the toll-free number displayed on every page, Zappos eliminated marketing spend on ads and bet everything on word-of-mouth. They discuss the specific metric Zappos tracked — repeat purchase rate from first-...