A SOCIAL MEDIA
A NEW BRAND IN COMPETITIVE MARKETS
Though users in the UK were quickly adopting the eezy app — with install rates down to the $3 level, the app was completely unknown in the US.
When eezylife came to Kobe Digital, they were looking to expand into the US market, and needed an agency that could communicate the value of the app to an entirely new set of American users.
In addition to the challenge of introducing a new brand, the app focused on big city markets, places like NYC, LA and DC, where the cost to advertise is steep. Being able to match eezy’s low cost per install rate they’d been able to achieve in the UK wasn’t going to be easy.
First we found a way to make each encounter with a potential audience as strong as possible by finding exactly the right audience.
While the eezy app appeals to everyone who wants to find the best of what their city has to offer, we knew the most effective way to go would be to create and target audiences based on a few key interests, such as restaurants, bars and clubs, and museums and theaters.
One app feature uses AI to match a user with new restaurants they’ll love. So we created social audiences who showed an interest in discovering new restaurants by finding people who interacted with restaurant review sites or food and travel publications.
We applied a similar strategy to target audiences with interests in new bars and clubs, and another targeting audiences going for cultural activities in their city.
After we found the right audience sets, we couldn’t offer each one the same ad. To maximize relevance, we developed different creative for each category and were then able to serve the right ad to the right group.
Our ad creative that demonstrated how eezy would help foodies find new and exciting restaurants was sent to our audience based on interest in restaurant reviews.
Creative that highlighted how eezy’s AI would find someone their new favorite nightclub was sent to the audience interested in bars and nightlife. That audience who was into museums and theaters? We showed them creative that emphasized how eezy could help them discover new music, art, and culture.
Making sure each audience saw an ad that specifically addressed their interests allowed us to increase engagement with eezylife’s brand.
THE HOME TOWN ADVANTAGE
Not only did we want audiences to see ad creative that appealed to their unique interests, we also wanted to highlight that eezy helped people discover things to do within their own city. To do this, we tailored each ad with details pulled from the city where the audience lived.
For ads served in NYC, we included landmarks and restaurants you could only find in New York. Ads for an LA audience featured LA-only venues and ads for San Diego included places you’d only find in that market. In the end we created a huge set of differentiated creative that let us say exactly the right thing to exactly the right audiences.