Enhancing Subscription Growth for

a Family-Values App

Case Study

Background

A pioneering app company, dedicated to delivering conservative and family-oriented content for children, faced a unique marketing challenge. Their dual target market—parents and children—presented a complex scenario for crafting effective campaigns. Parents, who make the purchasing decisions, and children, the end-users, required a nuanced approach to messaging and creative design to ensure the app's appeal across both demographics.

Objectives

  • Understand the Target Market: Develop a comprehensive understanding of the diverse target audience to craft tailored marketing strategies.

  • Optimize Audience Targeting: Utilize A/B testing to identify the most responsive audience segments.

  • Increase Paid Subscriptions: Significantly boost the number of paid subscriptions within a 90-day period.

Strategy & Execution

1. Audience Segmentation and A/B Testing:

To tackle the challenge, our team embarked on a series of A/B tests, targeting various segments including parents, grandparents, and those purchasing gifts for children. These tests were designed to gauge the responsiveness of different demographics to our marketing efforts.

2. Creative Adaptation for Dual Audiences:

Recognizing the need to appeal to both decision-makers (adults) and users (children), we developed distinct creatives tailored to each group. This approach aimed to resonate with adults' value-driven decision-making process while captivating children's interests and imaginations.

3. Data-Driven Refinement:

As initial testing results came in, we meticulously analyzed the data to identify winning strategies. This iterative process allowed us to refine our target market, combining the most responsive audience segments with the most compelling messaging and creative concepts.

Results

The strategic focus on understanding and targeting the dual audience paid off remarkably:

  • 240% Increase in Paid Subscriptions: Within just 90 days, the app saw a 240% increase in the number of paid subscriptions, a testament to the effectiveness of the tailored marketing strategy.

  • Successful Audience Engagement: The campaign successfully bridged the gap between appealing to the value-driven priorities of parents and the engaging content desires of children.

  • Optimized Marketing Strategy: Through continuous A/B testing and audience analysis, we identified a powerful combination of target market, messaging, and creatives that drove substantial growth for the app.

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