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
37
35
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.