Five million. That was the number of apps available for download from the Google Play and Apple App stores at the beginning of 2017. With the mobile app juggernaut showing no sign of slowing down, the key to a successful app launch is firstly having an innovative product and secondly, strategically marketing it to your target audience.
“Getting an app noticed in the competitive customer benefit industry is a huge challenge, which is why we developed an integrated, highly targeted campaign for the GetMore Plus app launch,” says Nicolas Baker, digital account director of Stratitude. “The campaign immediately yielded positive results, with over 5 200 GetMore members engaging with the app on Facebook within the first three days. The campaign ran over eight days and we’re thrilled at achieving a 16:1 campaign ROI.”
The GetMore Plus app is an on-demand, digital personal assistant service. What makes it unique is that it combines the latest artificial intelligence with the emotional intelligence of human agents, to efficiently and intelligently get tasks done. The app is free to members of GetMore Plus – the new, premium membership option of the GetMore customer benefit programme. Stratitude is responsible for all social media, direct marketing, sales, internal communication and member engagement marketing for GetMore and GetMore Plus.
Stratitude ran a multi-channel, integrated campaign to launch the app to existing GetMore members. The communication channels included SMS, email and telephonic marketing, posts and adverts on social media, and a campaign competition. By communicating directly with the desired audience and putting the app into their hands, Stratitude educated the GetMore members and encouraged engagement with the app.
“Our primary objective was to create awareness of the app, by showing members how the GetMore Plus app adds value to their lives. In creating interest and driving engagement, we then achieved our secondary goal: app downloads. We believe our integrated campaign approach helped us lift the app above the crowd, and when we compare campaign costs to the number of app downloads, the launch was a huge success,” says Baker.