Implement a successful go-to-market strategy and base for global launch for an innovative app.
Duffle is an innovative app that digitalizes airport shopping and transforms the passenger experience. Their mission is to bring the airport shops to the passenger, making travel more convenient and enjoyable.
To achieve our goal of introducing the platform to new consumers, we needed to generate app installs. The first launch was at Copenhagen Airport, where we focused on understanding the market and the audience.
Developing several communication concepts for testing and introducing a highly scalable performance setup.
To succeed, we broke the project down into several stages. First, we conducted extensive research into the competitive landscape, airport statistics, and audience tendencies. Next, we defined the main USPs and key target audience, inviting Duffle's founder and employees to a strategy workshop to collaboratively determine what makes Duffle stand out.
Once we understood the market and product, we launched a media strategy to generate app installs. Given the fact that Duffle was a completely new brand, we broke the media strategy down into two goals: First, we needed to learn as much about Duffle’s potential audience as fast as possible in order to optimize campaigns and ultimately generate app installs. Second, we needed to generate app installs.
For the first goal, we set out to test multiple creative concepts to learn what the potential audience found attractive.
For the second goal, we immediately understood the importance of covering the entire decision-making funnel as we both needed to generate awareness and interest around a new product as well as achieve a maximum amount of app installs. Thus, three complementing campaigns covering the awareness, interest, and action stages were launched.
All in all, our solution for Duffle underlines the importance of doing the heavy lifting work in terms of research, consulting, and strategy definition at the beginning of a project specifically when introducing a new brand and product. This way, we ensure that we cover all the bases.
A cost-efficient setup for future scalable growth and successful audience testing.
Our strategy of specific geo-targeted campaigns and strong, differentiating creatives enabled us to reach the defined target groups and generate app installs cost-effectively. We also identified characteristics of Duffle's target audience, which will help them long-term when expanding their business and strategies in general.
In conclusion, by understanding the importance of research, consultation, and effective media strategy when introducing a new brand and product, we successfully introduced Duffle to the consumers.
Potential leads reached
App installs per day since the launch of the campaign
Creative concepts developed and tested