How We Crafted the Award-Winning App Marketing Campaign of the Year

Introduction

We are thrilled to announce that we has been awarded the prestigious "Best App Campaign of the Year" at the App Growth Awards 2023. This accolade is a testament to our innovative strategies and commitment to excellence in the dynamic world of app marketing. In this blog post, we'll uncover the creative journey and data-driven tactics behind this award-winning campaign, showcasing how we turned bold ideas into a market-leading success story.

The Challenge

In 2023, our mission for this leading language-learning app, was to pivot from a focus on Customer Acquisition Cost (CAC) to a strategy centered on Return on Investment (ROI) and profitability. Amid an increasingly competitive influencer marketing landscape and a challenging economic climate in the U.S., this shift was critical for maintaining and enhancing the brand's market presence. Our goal was not just to meet but exceed ROI targets, break into new markets, and achieve record-breaking revenue and Return on Ad Spend (ROAS) through innovative influencer marketing strategies.

Our Strategy

In the face of these challenges, TATAM crafted a multifaceted strategy for this app. Our primary shift was moving from a Customer Acquisition Cost (CAC) focus to a Return on Investment (ROI) and profitability-centric strategy. This change was crucial in adapting our previous influencer marketing strategy to the macro-economical reality of the US market.

Key elements of our strategy included:

Innovative Offerings: We introduced Lifetime subscription plans, making it central to influencer briefings.
AdOps and New Tactics: We implemented tactical improvements such as QR overlays on screens, resulting in a 17% uplift in clicks.
Long-term Creator Partnerships: We secured nearly six monthly budget figures in long-term partnerships with top creators, ensuring a consistent sales volume and CAC.
Expanding Formats and Geographies: We reacted to social platform trends by expanding our media buying strategy to include YouTube Shorts and Podcasts, and extended our campaign efforts beyond the U.S. running campaigns in 5 markets and 3 languages.

Results and Impact

The strategic pivots and innovative tactics we implemented for this app led to remarkable achievements in 2023. By focusing on ROI and profitability while expanding into new formats and geographies, we saw significant growth and record-breaking results.

Key outcomes include:

Influencer Marketing Success: We executed over 1000 sponsorships with 600+ creators across 80 content verticals.
Impressive Reach and Revenue: Our efforts led to a year-to-date 190M+ video views for 2023, substantial number of subscribers, and two monthly revenue records.
Expansion Beyond Borders: The campaign succesfully extended beyond the U.S., now running in 5 markets and 3 languages, adapting to the nuances of each region.
Sustainable and Responsible Marketing: In line with our commitment to sustainability, we collaborated with the Eden Projects for TATAM's reforestation initiative. This resulted in planting +1000 trees through this campaign.

Behind the Scenes

Adapting to the pivot on the influencer marketing strategy for this brand, TATAM underwent a significant internal transformation for the campaign team.

Expanded our team, bringing in new talent to infuse fresh ideas and expertise.
Redefined our approach to influencer analytics, adopting new KPIs and reporting templates.
Restructured the campaign team, having specialized positions for different regions and collab formats.

Conclusion

Our journey with this campaign has been a groundbreaking one, marked by strategic pivots, innovative offerings, and a robust reevaluation of our internal structure and KPIs. The results – groundbreaking revenue figures, significant ROI achievements, and a successful expansion into new formats and markets – speak for themselves.

This campaign not only set new benchmarks in influencer marketing but also demonstrated our commitment to sustainable and ethical marketing practices. As we continue to navigate the dynamic landscape of digital marketing, our experience with this brand reaffirms our belief in the power of data-driven strategies and creative collaboration.