Successful Digital Marketing Campaign for Ullu App
PROBLEM
Ullu App, a video streaming platform, aimed to increase brand awareness and boost app downloads by targeting the right audience. Despite a solid content offering, they faced challenges engaging users organically and turning that engagement into conversions. They needed a comprehensive digital marketing strategy to improve their social media presence and generate leads that would convert to paid subscribers.
OBJECTIVE
1. Enhance audience engagement on social media platforms
2. Improve app downloads and conversions through strategic content
3. Leverage both organic and paid marketing efforts to boost overall brand visibility.
2. Improve app downloads and conversions through strategic content
3. Leverage both organic and paid marketing efforts to boost overall brand visibility.
To address Ullu App's needs, NoeticMinds Consulting crafted a comprehensive strategy, using a mix of organic and paid campaigns:
1 . Facebook Campaign Management
- Platform Used: IMHD’s Facebook page for the official Ullu App launch.
- Target Audience: Conducted in-depth research to identify key demographics based on interests and engagement levels.
- Campaign Duration: 45 days (April - June 2020)
- Content Strategy:
- 1. Created 20 highly engaging, branded posts, including video, infographics and promotional banners.
- 2. Developed content that sparked conversation and kept the audience invested in the brand’s offerings.
- Organic Engagement Focus: Focused on building a solid relationship with the audience organically, ensuring every post resonated with the target market and provided a direct connection with the audience.
Duration: April – June 2020
Approach:
- Launched paid ad campaigns to increase app downloads and visibility.
- Utilized Facebook’s advanced targeting options to hone in on users who were most likely to download and engage with the Ullu App.
- A/B tested different types of creatives, including video ads and banner promotions, to optimize results.
- Video Content & Chat Engagement: Focused on leveraging video as a key medium for engagement, supplemented with interactive chat options to guide users toward downloading the app.
- Sales Conversion: Developed engaging content to nurture the audience and drive them from initial interest to final conversion, resulting in increased app downloads and subscriptions.
- Even after the campaign officially ended in June 2020, audience engagement continued into September, showcasing the lasting impact of the campaign.
- The organic growth from these efforts ensured that Ullu App maintained visibility long after the paid campaigns were completed.
RESULTS
The campaign generated outstanding results
- Extended Audience Engagement: Organic reach extended 3 months beyond the final paid post, with the last post in June 2020, but continued interaction through September.
- Increased Downloads & Conversions: The mix of organic and paid campaigns drove a significant uptick in app downloads during the 45-day period.
- Successful Targeting: The research-driven demographic targeting allowed the campaign to connect effectively with the desired audience base.
Client Testimonial
Puja B
Marketing Head
Team Ullu App
"NoeticMinds’ strategy helped us connect with our audience in a way that resonated, drove traffic and ultimately boosted our app downloads significantly. Their innovative mix of video, content and engagement strategies was instrumental in this success."
