An effective marketing campaign always begins with a solid strategy. Whether your goal is to raise brand awareness, drive more installs, or retain high lifetime value users, it pays to step up your branding game. It helps your target audience to remember your brand, which is followed by gaining their trust, which leads to conversion. Read on to learn about how you can apply a branding campaign strategy in your next campaign.
Methodology
To reach the goal of increasing brand awareness and push for as many installs, sequential messaging
was used. The branding campaign ran for a period of fourteen days, with the number of days equally
divided between the two phases.
Phase one
Phase one is known as the pre-registration phase, which is done before the app is launched in the
app store. Its primary purpose is to hype the target audience. If the branding campaign was a movie,
phase one would be the trailer, and in this specific example, the trailer consists of two parts (or
two messagings).
The first messaging of phase one highlighted a feature of the new app while the second messaging introduced the new game characters. The result showed that the character design delivered a click through rate (CTR) that was 9% higher than the new features design.
Phase two
The second phase takes a more aggressive sequential messaging path wherein six creative ads in the
sequence were shown to the users who had not installed the app after the pre-registration phase. The
six creatives had been applied separately into three audience segments to make the ads more
personalized.
This makes sense given that the campaign targets users who have not installed the new app. It also shows that even if sequential messaging is beneficial to drive more installs and brand awareness, it seems that the first ad is already enough to entice users to download the new app.
Creative learnings
Looking at the results of the two phases, we have again proven that creative plays a huge role in
achieving successful campaign performance. Making the users feel excited about the new app by
showing enticing ads, aiming to spark curiosity for the new app offering by showing the new features
and characters, and using 3D effects to make the ad more memorable improves the chances of a
positive reception for your new app.
How Does It Work?
Working with us is a fun filled journey. From the early stages we focus on achieving the goals you set for your business. We make sure your thoughts are brought into reality.
01
Write your requirements
Every great business starts with a small idea. We listen to you and we hear every small detail about your ideas and plans. Our analysts are not only techys but good market researchers too. They analyse your idea from all dimentions and come up for the perfect plan exclusive for your business model.
02
Sign the contract
We learnt from our experience that, a well documented project completes faster than any other. Our in-house talent brainstorms on your ideas and carvs the path towards the success of the project. We call it as SRS (Software Requirement Specifications). We present the SRS to you and we sign the contract to develop the software as per the SRS.
03
Development
This is the stage where all the magic begins. We chant our spells and add in the ingredients to create what the world is about to witness. We focus on User Experience extensively so that your product is readilly acceptable by its intended audience. We keep you in the loop too, by sharing prototypes and demos regularly. We are very concious about the users acceptance, we add alpha and beta builds for our registered beta users for their feedback.
04
Maintaenance
As you begin your journey into the market promoting your product, we stand by your side. We make sure that your product is available to the users all the time. We know that the world changes fast and so do our creations. Our projects adapt themselves to keep in pace with the rapid change in technology. We love to work togather with our clients for a long term and see our creations grow in the world.
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