Growth Marketing
I was responsible for user acquisition and growth marketing for the first 9 months of it's 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.
Company: Appetite App
Work: Growth Marketing, Campaign Management
Team: Marketing Manager: Amy Ruse
Deliverables: Launch brand into market, build an online following, create and optimise meta ads, manage campaigns
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 Appetite App.
- Conducted surveys, interviews, or focus groups to gather demographic information and preferences of potential users.
- 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.
- Researched and analysed similar apps in the market to understand their features, strengths, and weaknesses.
- 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.
- Stayed updated on current trends and emerging technologies within the food and lifestyle app industry.
- 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.
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.
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.
