In choosing the best mix of media to promote the app, one of our early decisions was to allocate at least 50% of the budget to advertising on mobile platforms. This was based on the fact that when the ad is viewed on a mobile device, it allows the shortest and quickest navigation route to the app download page compared to other platforms.
Through in-app advertising and mobile web ads, we reached audiences on other popular and relevant apps and mobile sites respectively. We combined mobile marketing with an email campaign aimed at driving users to the app download pages. In addition to sending emails to the client’s internal database, we ran an external email campaign with a selection criteria of ABC1, 35 years and over, empty nesters, urban women, smart phone and iPad users, interested in France and the art of living, living in London and South of England.
The overall strategy included:
- Identifying the best options to drive maximum downloads.
- Working with and consulting Atout France on earned media marketing efforts such as promotion strategy on Facebook, and Twitter, planning the internal email campaigns (subject lines, creative designs, testing the creative).
- Designing the creative for email and mobile campaigns.