Client: Maahir, a household services application (e.g., AC repair, car repair)
Position: Digital Marketer
Objective: Increase app installs and user engagement through targeted paid advertising and content marketing strategies, with a special focus on a 14th August campaign.
Challenge:
Maahir, a household services app, aimed to grow its user base by increasing app downloads. Despite having a solid product, the app struggled with visibility and needed an effective marketing strategy to drive installs. The company sought to capitalize on the 14th August Independence Day in Pakistan to boost downloads and engage more users with a targeted campaign.
Approach:
- Paid Advertising Strategy:
- Platform Selection: Focused on Facebook and Google Ads as primary platforms due to their high reach and targeting capabilities in the local market.
- Targeting: Leveraged advanced targeting options to focus on relevant demographics, including homeowners, renters, and working professionals who might require household services.
- Ad Creatives: Designed visually appealing ad creatives that reflected the Independence Day theme, focusing on patriotism and special offers for the holiday.
- Offer: Promoted a limited-time offer (e.g., discount on first service) to incentivize new users to download the app during the campaign period.
- Content Creation:
- Created content across multiple formats (video, graphics, and infographics) highlighting the convenience and reliability of using Maahir for household services. This content was specifically designed to educate users about the app’s value.
- For the 14th August campaign, produced themed content around national pride, linking it to the importance of having reliable services at home. These posts were shared across social media, incorporating festive elements while promoting the app.
- Developed blog articles and social media posts featuring customer testimonials and “how-to” guides to establish trust and educate potential users about the app’s services.
- Marketing Strategies:
- Independence Day Campaign: Launched a 14th August promotional campaign with the message, “Celebrate Independence with Convenience: Get Your Household Repairs Done Quickly with Maahir!”
- The campaign ran for two weeks leading up to and following the 14th August holiday.
- Used the Independence Day theme to highlight a special offer for app installs, including a discount for first-time users.
- Influencer Marketing: Partnered with local influencers to showcase the app and its services in their posts, further increasing visibility and driving installs.
- Independence Day Campaign: Launched a 14th August promotional campaign with the message, “Celebrate Independence with Convenience: Get Your Household Repairs Done Quickly with Maahir!”
Results:
- App Installs: The 14th August campaign resulted in a 120% increase in app installs during the promotional period.
- Cost per Install: The paid advertising efforts decreased the cost per install by 25%, making the campaign highly cost-effective.
- Increased Engagement: Social media engagement increased by 40% during the campaign, with users sharing posts and offers related to the Independence Day celebration.
- User Growth: Overall, the campaign successfully boosted Maahir’s user base and positioned the app as a convenient go-to solution for household services.
Key Takeaway:
By leveraging a strategic mix of paid advertising, content creation, and a timely Independence Day campaign, Maahir was able to significantly increase app installs and improve brand visibility. The campaign not only drove short-term results but also set the stage for sustained user growth through effective targeting and engagement.
