Client

Planned Parenthood Direct

Year

2019–2022

Services
  • Branding
  • Content Marketing
  • TikTok Ads
  • Email Marketing
  • Conversion Optimization
  • Influencer Marketing
Industry
  • Healthcare

Using TikTok to drive +170% monthly install growth

Planned Parenthood Direct aimed to grow its app by reducing cost-per-install, increasing installs, and driving in-app purchases while maintaining accessibility to health services.

To achieve this, we implemented a cohesive content digital strategy using a combination of performance marketing and creating digestible, visually appealing educational content:

  • Leveraging TikTok to connect with young, digital-native users through localized, relatable video content.
  • Optimizing the user journey from discovery to engagement using data-driven insights
  • Maintaining engagement with fresh ad creatives and influencer partnerships.

170

Increase in Monthly App Installs

37

Growth in Monthly Recurring Revenue

35

Increase in Monthly Purchases from Paid Campaigns
Hyper Localized Creative Campaigns

Personalized Resource Content That Sells

State-specific creative campaigns focused on delivering geo-targeted content tailored to different regions, emphasizing relevant regulations and messaging. Designed for users across various U.S. states, these campaigns addressed local healthcare nuances effectively.

Impact: A significant impact, expanding accessibility and driving a 25% purchase conversion rate, showcasing the power of personalized, location-based marketing.

Key Content Resources

TikTok video ads were short, relatable, user-generated-style videos that highlighted the app’s benefits, like accessibility to birth control and telehealth services.

We conducted growth experiments to fine tune targeting and remarketing.

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