Growth Marketing
Case Study
Work: Growth Marketing, Campaign Management
Team: Marketing Manager: Amy Ruse
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Deliverables: Launch brand into market, build an online following, create and optimise meta ads, manage campaigns
I was responsible for user acquisition and growth marketing for the first 9 months of this brands presence online. I launched the brand across social media, creating a community of over 5,000 people in the span of a 6 month period alongside building a mailing list of over 10,000 people pre-signed up to the app.
I combined the use of organic and paid social campaigns to achieve my KPI's, achieving very low budget spend and effective meta ads. We saw drastic growth and exceeded target ahead of the launch, giving us a great start towards achieving our annual user retention.
Launch Strategy
Market Research
Audience
in order to appeal to a wide demographic, I conducted vast market research into the user base we were targeting. This included understanding their behaviours, online and offline that would eventually lead to them becoming consumers of the app.
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Conducted surveys, interviews, or focus groups to gather demographic information and preferences of potential users.
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Analysed social media analytics and engagement data to identify the platforms and content types most popular among the target audience.
Competitors
It was important that we understood the market we were launching into, which included understanding our competitors and their stakes in the market. This was not only so we could ensure we were offering a solution to existing pain points, but how we could ensure we stood out from the others.
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Researched and analysed similar apps in the market to understand their features, strengths, and weaknesses.
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Studied user reviews and feedback for competing apps to identify areas of improvement and user pain points.
Industry Trends and Insights
To acheive the KPI's and build a strong online presence, it was important we analysed the online landscape, trends and technologies that allowed us to reach our intended audiences. By being ahead of the curve and educating ourselves on the affectiveness of our campaigns, this study was vital to building a sustainable brand.
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Stayed updated on current trends and emerging technologies within the food and lifestyle app industry.
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Analysed reports and industry publications for insights into consumer behavior and preferences related to food and lifestyle apps
Launch Strategy
Platform Analysis
I conducted a full Platform Analysis which allowed me to understand each marketing outlet's requirements, challenges and action points. Once this had been completed, it was used to power the marketing and communications strategy efficiently through digital and traditional platforms, giving us an organised and intentional plan for each one.
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Incorporating each of the platforms values allowed me to prioritise the marketing budget and communications to encourage both paid and organic growth in line with the overall business strategy.
Launch Strategy
Meta Ads Performance and Optimisation
It was crucial to the growth of the business that we create engaging and informative ads to run across meta platforms. In order to achieve our pre-sign up targets, I went about testing and optimising ads that would encourage users to leave their email address, thus building our online engagement and collecting data for our email marketing campaigns.
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We measured the success of our campaigns on click through rates, cost per lead and impressions, we would then analyse the performance of the campaign based on the creative, dynamic creative, copy and other important measures that would let us know if the type of ad we were creating was reaching the optimum target audience.
Campaign Example
Leading up to the launch of the app, we tried various campaign styles to spread brand awareness and encourage users to pre-sign up to the app via our mailing list. We tested a series of fun and eye-catching content that included our app's characters, something our demographic had grown to love over the months. We planned 4 weeks of Giveaway's, with various prizes that included restaurant vouchers and bar tabs. We created multiple types of video animation content for each of the ads, testing copy styles, tones and text placements.
Our most successful campaign during this time gained 2,485 new leads. it was the lowest cost per lead achieved at my time with the business, and we were happy to see so many people join our mailing list. We were somewhat dubious about the fall off rate of users who didn't win the competition, but were pleasantly surprised to see a very little unsubscribe rate from this particular campaign.
Campaign Management
Product Launch
Prior to the launch of the the app, we ran a series of organic and paid social media campaigns to raise awareness of the product and create hype ahead of public release. We achieved this by the use of informative posts explaining what the product did and how people would benefit from it.
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We launched the first version of the app into a closed beta group, with a waitlist for additional users. Later, we decided to launch into a public beta, allowing everyone to access the app. We used a combination of email marketing, traditional marketing and paid marketing, encouraging those who had signed up to be the first to download the app with an exclusive link.
Talent/Influencers
I found a diverse mix of influencers and food industry talent to drive awareness of the app. I carefully chose people I felt represented the companies values, and who would organically spread the word amongst their own communities.
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We showcased these relationships with collaborative posts, which performed very well and achieved high engagement.
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Additionally, we organised various gifted outings for our talent, including hosting multiple events in collaboration with our partners.
Engagement and Retention
In order to keep our consumer retention levels high, we created various different campaigns, both traditional and digital.
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One of the most exciting campaigns we run was the use of multiple billboards across London. We used fun brand messaging to leave the reader interested in learning more about our brand.
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Additional to this, we also put together a merch line, with the intention of continuing the journey of brand awareness. We had very loyal followers who were incredibly interested in having some of our branding as their own.
Email Marketing
Email Marketing became my most important tool for user acquisition and app downloads. We began our email marketing very early in the ideation phase, creating engaging and funny campaigns that caught the eye and provoked a reaction or call to action. I was able to showcase my copywriting abilities and received praise from investors and partners on the tone. I maintained a very good open rate and a very low bounce or spam rate for all email campaigns.
