The brief was to design, create and deliver a compelling digital campaign to introduce a new app that competes in the congested mobile health app market.
This app developer was launching an app that provides a range of health-related service to subscribers including online consultations, prescription & pharmacy purchases, tracking laboratory results, and much more. This is a crowded and highly competitive market. The brief was to design, create and deliver a compelling digital campaign to introduce a new app that competes in the congested mobile health app market. The goal was to create initial market awareness and prompt potential users to download the app and experience enhanced services available.
Infomo was engaged to work with the clients' creative agency to design a unique campaign that could be delivered to a tightly targeted audience on both web & mobile devices. The original campaign was banner-based but was enhanced with video for push-down header web campaigns.
The Campaign Performance
The initial campaign duration was ten days with a KPI of 2,000 clicks. The KPI's were met well within the campaign window attaining 284,733 impressions (awareness) and 2,301 clicks (action) with a 0.8% click-through rate (CTR) far exceeding a 0.35% CTR previously attained with previous Google Delivery Network (GDN) campaigns.
The app launch was deemed successful and the app developer is conc=sidering further campaigns that focus on increasing the download rate.