Mobile App Marketing Case Study: 87K Installs for Healthread App
App Installs
Average CTR
Users Signed Up
Llama Lead Gen came up with a comprehensive digital marketing strategy to generate app installs and executed several marketing campaigns which lead to over 87K downloads.
The client, Healthread, developed an app to connect patients with the same or similar medical conditions to one another. Users would find support and encouragement from the community and find a safe space to discuss health issues.
They needed to build awareness, brand presence, app downloads, installs, and ultimately sign up’s. It called for a marketing organization with a strong background in executing successful marketing campaigns.
We developed a comprehensive marketing strategy that included organic and paid social media, ad copy, blog posts, email marketing, and creatives. Our team created a powerful lead generation strategy, built brand awareness, and engaged target users from different demographics.
Introduction
Healthread is a mobile phone app that aims to build a community of individuals who face similar health challenges regardless of geography or background. Through the app, users can find support and encouragement by talking through their medical issues together. The app is not designed to connect users to medical professionals but rather to talk with others going through the same things. This shared experience and new perspectives are vital to emotional and mental health in difficult times.
Whether you are a concerned parent, a college student grappling with isolation, a caregiver of another individual, or a patient, Healthread allows you to connect with others who share your concerns and questions.
Goals
Healthread is a new app that offers a different approach than other medical or health apps. They needed to garner a following and brand awareness to drive installs and ultimately sign ups. Healthread was also looking to generate subscribers on various marketing channels, including social media and email to attract users from their target audience and demographic.
Our responsibilities
Develop social media strategies for the target audience that would increase the user base
Oversee all their digital properties for paid ads, organic social, and email marketing
Create a media plan, content development plan, build landing pages, set up and run giveaway campaigns, and nurture sign ups over email
Build campaigns to generate awareness, download key pieces of content, and initiate app installs
Manage interactions within the app and help to facilitate conversations that increase app engagement
Execution & Implementation
Taking the lead on Healthread’s digital media strategy, we divided our activities into the following areas:
Strategy and Branding
Our content writers worked to spread the message and share Healthreads’ value with others. By posting content that resonated with the target audience, we built brand awareness and created a strong following. Additionally, we developed a unique brand voice for Healthread. We designed ads and campaigns around key health topics, and optimized the landing page to ensure that CTAs were clear and form fills were above the fold, making it simple for leads to complete. Furthermore, we built engagement within the app and prepared content to help users navigate their way through the site.
Organic Social Content
Platform Used: Buffer
We used a combination of organic posts and paid social media ads to generate awareness of the app. Utilizing dynamic marketing techniques, we crafted specific messaging tailored to different audiences. We built company pages on LinkedIn, Twitter, Facebook, and Instagram, optimizing the use of these platforms to reach our target audiences at the best times. By creating engaging messaging, videos, and images, we effectively told Healthread’s story across social media channels. Through our posts, we invited the target audience to follow Healthread’s social media accounts, built brand ambassadors, and gained organic impressions of our content.
Email Marketing
Platform Used: MailJet
We built a landing page for email sign-ups and nurtured these sign-ups to maintain their interest before the app launch. Our goal was to keep the audience engaged until the app was ready for download. To achieve this, we sent emails containing relevant information, such as videos and blog links, tailored to the Healthread audience. We continued our email marketing campaigns to engage Healthread users, communicating new features and product releases, promoting giveaway campaigns, and sharing engaging content.
Paid Social Ad Campaigns
Platforms Used: Apple, Google, Facebook, Instagram, Reddit
We used paid social ads to encourage the target audience to sign up for the free platform and drive brand awareness, with the ultimate goal of getting interested people to download the app and sign up for an account. To avoid ad fatigue, we ensured users did not see the same ad more than seven times. We tailored content to each platform to better engage the audience, utilizing dynamic marketing techniques and creating specific targeted messages that would be more relevant to each audience segment.
Campaign Performance & Data
87K+
App Installs
2.3%
Average CTR
16K+
Users Signed Up
We helped Healthread grow its user base from zero to over 16K+ and counting within two years
Google paid search ads produced a CTR of 2.3%, demonstrating the strength and success of our paid social media campaign
Our email nurturing efforts kept Healthread’s target audience engaged, resulting in 87K+ downloads of the app
Conclusion
Working with Healthread from inception, we helped them grow from zero users to over 16K. We built brand awareness and a voice. Insights gathered were crucial for re-marketing efforts.
Our marketing team successfully reached high CTR and app download and install rates. We cultivated an interest in the app through organic and paid social ads. We also nurtured leads with a robust email marketing strategy to keep users interested, engaged, and wanting more.
