What Flewd & ACTIV Can Teach Health and Wellness Brands About Data-Driven Growth

Daniel Okon doesn’t just advise health and wellness brands—he’s building them, too. As the founder of ACTIV, a creative agency in the health and wellness space, and a partner at Flewd, a stress-relief bath soak brand, Daniel brings a unique dual perspective.

His ecommerce journey began seven years ago, and today, he’s guiding clients and tackling the same challenges they face. 

“When you’re running your own brand, you see firsthand what works—and what doesn’t—in this space,” Daniel says. 

We recently sat down with Daniel to learn more about his strategies and the lessons he’s gained from running his own brand—let’s dive in!

Building a Thriving Brand with Customer Insights

Flewd’s signature product, a stress-care bath soak, helps people struggling with anxiety, insomnia, and everyday stress. But building Flewd into a thriving brand required more than just a great product—it demanded a deep understanding of why customers purchased.

Navigating Blind Spots Post-iOS 14

Like many e-commerce brands, Daniel faced challenges after iOS privacy changes limited tracking capabilities.

“We wanted deeper insights into attribution,” Daniel explains. “We needed to understand why people were buying Flewd, where they were coming from, and what was motivating them.”

With KNO’s post-purchase surveys, Daniel began collecting direct, actionable feedback from Flewd’s customers. Within weeks, the data revealed insights that reshaped his entire strategy:

1. The Real Customer Demographic:

Daniel assumed Flewd’s core audience was 20-35 years old—a common assumption for wellness products. But survey data told a different story: the majority of customers were actually 28-50 years old.

This insight was a turning point for 

• Advertising was refocused to resonate with older customers.
• Messaging shifted to emphasize benefits like relief from aches, comparing competitor products, and hormonal imbalance.

2. Hidden Motivations Drive Better Marketing Angles:

Open-ended survey questions revealed that customers were purchasing Flewd not just for stress relief, but for hormone regulation and cortisol balance—motivations that hadn’t been central to Flewd’s positioning.

“The real gold is in understanding your customers’ deeper motivations,” Daniel says. “Once we saw cortisol levels come up repeatedly, we leaned into that messaging—and it really resonated.”

3. Understanding Purchase Timelines:

KNO data revealed that 20% of Flewd customers purchased within 7 days of discovering the brand, while the other 80% took two weeks or longer. This discovery had a huge impact:

• Daniel designed retargeting campaigns to nurture longer decision-making cycles.
• Ad spend was optimized to reflect the delayed purchase behavior.

ACTIV: Scaling Health and Wellness Brands with KNO

Daniel didn’t stop at using KNO for Flewd. As the founder of ACTIV, he’s applied the same strategies to help his agency clients uncover customer insights and scale their businesses.

1. Optimizing Seasonal Messaging for Q4:

For one ACTIV client, post-purchase surveys revealed that customers were purchasing specifically for giftability during the holidays. Adjusting the messaging and creative to emphasize gifting led to a significant boost in seasonal sales.

2. Creative Strategy Backed by Data:

Survey insights transformed ACTIV’s approach to ad creative. For example:

• An open-ended survey response about foot inflammation became a targeted ad angle: “Struggling with inflammation? This product can help.”
• Real customer language replaced assumptions, making ads more relatable and effective.

3. Content Development with Precision:

ACTIV’s clients used survey data to inform SEO strategies, identifying less competitive but high-impact keywords that aligned with customer concerns.

“This is one of the best places to learn how to market to your customers,” Daniel explains. “It’s silly not to set it up—it takes two minutes, and the value is enormous.”

Why KNO Makes It Easy to Act on Insights

Whether for Flewd or ACTIV’s clients, KNO stands out for its ease of use and immediate impact:

• Fast Setup: Surveys can be deployed in minutes with pre-built templates.
• Actionable Data: The intuitive analytics dashboard makes it easy to uncover patterns and act on them quickly.
• Open-Ended Questions: These deliver the “gold” insights that other tools miss, helping brands refine messaging and unlock new opportunities.

Whether for his own brand or ACTIV’s clients, for Daniel, customer feedback isn’t static—it’s a dynamic resource that influences everything from product development to top-of-funnel creative. “You’re not just asking customers what they like—you’re understanding what matters to them.”

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