USER ACQUISITION
CASE STUDY
FILLIP
Acquisition
Objective
The challenge of user acquisition changes from project to project. There are times where finding the audience is the biggest barrier, others its ad budget, however, in the case of Fillip neither was a barrier. Instead, our focus was targeting the specific geo-location of their audiences.
- Acquire 400 users before year end (Q4 2019)
1
audiences
Legitimizing the app was an important step and therefore, aligning our visuals & language with the barriers FILLIP was removing and showcasing ease of use, was at the heart of our strategy.
To do this we created 3 audiences:
- Blue Collar
- White Collar
- Couples
Each of these was broken down into WIN, NEED & WANT and then further still into gender which helped define how we spoke. We then geo-located the gas stations using postal codes and matched each ad to specific regions so that blue collar ads were going to more blue collar areas etc..
This proved extremely beneficial as we saw not only engagement on the posts but also traffic being led to our landing page.
2
Design
Building our audiences is generally our first step with any strategy, the second most important step is creating content that matches each audience segments values and aesthetic.
With Fillip’s audience personas in place, building the creative (photography) and designing their standard is what you see below.
This meant branding and simplifying the creative so the focus was on our messaging.
2
Design
Building our audiences is generally our first step with any strategy, the second most important step is creating content that matches each audience segments values and aesthetic.
With Fillip’s audience personas in place, building the creative (photography) and designing their standard is what you see below.
This meant branding and simplifying the creative so the focus was on our messaging.
3
Results
Our budget wasn’t large, only $2000 for the month and our timeline was indeed 30 days, so driving traffic was our foremost objective.
From there, we needed the allure of the app itself to speak to users. Much like leading a horse to water but not being able to force it to drink.
What we discovered week after week was which demographic had ‘saving money’ as their greatest value, and that was blue collar.
Couples and white collar considered the app to be more about convenience than savings, therefore, the Call-To-Action needed to change for them and not include references to $aving, but to said convenience.
Industry Standard for App User Acquisition = $15.00/ user
DAYS
30
CLICKS
2708
USERS ACQUIRED
434
ROI
$4.60
4
Conclusion
Understanding our audience, their values and their barriers, was paramount in the success of this campaign. Especially since our timeline was so short – that of 30 days.
With more time we could have gained information to support future campaigns, however, our goal was brief and successful.