"AppSumo first partnered with Arthur Peter in 2022 when they aimed to expand their audience of entrepreneurs and small business owners by promoting a series of high-value SaaS deals. AppSumo wanted to engage their community with authentic offers that spoke directly to the needs of startups and growing businesses, and they sought out Arthur's expertise to craft a targeted strategy.

AppSumo's goal was to create a campaign that would not only drive product adoption but also foster community engagement and brand loyalty. They needed a channel where their message would resonate deeply with entrepreneurs looking for the best software tools to grow their businesses. The collaboration with Arthur led to the design of a tiered challenge, where participants could unlock exclusive deals after reaching certain business milestones, such as setting up a website, launching a marketing campaign, or scaling their operations.

Since then, AppSumo has run three additional campaigns with Arthur, each aimed at engaging startups, freelancers, and small businesses. The emphasis was always on delivering value and building trust within their community, making sure that AppSumo stayed top-of-mind for entrepreneurs looking for game-changing tools.

Impact
‍
The initial campaign attracted 18,000 participants, of which 7,200 were first-time users of AppSumo’s deals. Out of the total participants, 1,500 businesses (8%) completed all milestones, unlocking exclusive offers on AppSumo’s platform. The collaboration also resulted in 3,000 new signups to AppSumo’s email list, contributing to long-term brand growth.

AppSumo saw a significant rise in community engagement as participants not only took advantage of the software deals but also shared their journey on social media, spreading organic word-of-mouth buzz. By the end of the campaign, AppSumo’s online community had expanded significantly, with new participants actively engaging in future promotions.

Learnings and next steps
‍
The key takeaway from the collaboration was understanding the balance between offering valuable deals and setting achievable milestones. Challenges that were too easy didn’t engage the audience fully, while more difficult ones resulted in fewer completions. Moving forward, AppSumo and Arthur plan to refine this balance to maximize both engagement and conversions. Future campaigns will continue to prioritize authentic engagement by providing entrepreneurs with actionable, valuable steps toward growth, while keeping the reward structure both compelling and achievable."