Favorey is a mobile app using the power of social recommendations to solve the challenge of finding a trustworthy new service provider.
Increase in app downloads
User app posts
App retention over a 9-month period
Favorey needed to take the app out of beta phase and drive app downloads and usage. Like many scaleups, Favorey’s focus had been on product development – building and testing the app. But as soon as they needed to build an audience, they needed a marketing team to position the brand and build an audience for the app.
We worked extensively with the Favorey team during the build, pre-launch and post launch to clearly define product messaging, positioning, refine usability of the app, position Favorey in the news, and generate interest to drive new app downloads and promote app usage, with great results.
As well as having an impact on our marketing strategy, GrowthMinds have also influenced our product thinking and feed ideas into our app development path so that our product is as market resonant as possible. They care about the whole business and are prepared to get stuck in and solve problems, not just run campaigns without caring about the impact.
It’s hard to persuade people to download and use a new app, with no track record. Favorey needed to stand out against potential rivals, and be clear about what the app does. It was vitally important to communicate clearly what problems the app would solve, what it allowed people to do, and how easy it was to use.
We locked in the messaging for the app, defined the headline brand, and extended this through the website, app and overall brand identity.
Smooth onboarding and user experience is essential when encouraging people to download an app and grow a network of loyal users.
Before the launch to build an audience, the GrowthMinds team worked with Favorey’s developers to identify the points along the onboarding journey that would maximise conversion, tweaking and unifying language for a consistent easy-to-use experience. Together, we refined user journeys, eliminated pain points and optimised the user experience to promote great usability.
The Favorey team decided to go for a soft launch, growing the user base gradually. As well as press outreach and live events, a major part of the soft launch was content, seeded and promoted via social media advertising to build app downloads. Blog posts pushed the benefits of the app, educated potential users, and drove downloads and engagement.
Following in-depth audience research, these were boosted via social media, including Facebook, Instagram, YouTube, LinkedIn, Twitter, Reddit, and Fiverr. With these campaigns and a great user experience, app downloads increased 600% in the first weeks and users requesting favours grew 420% week on week during the campaign.
Throughout the partnership, data insights were crucial. Through sophisticated monitoring we could see different user behaviours within the app, and where the pain points were, then work to adjust and refine these as necessary. For example, if people were falling out at the registration point then we would know about it, and work to adjust the language or the process to simplify it.
For people that were registered users, we wanted to stimulate them to keep coming back, so notifications were sent to them to promote continued engagement. We’re proud to say that the Favorey app has an 83% retention rate (industry standard is 75%).
