Planned Parenthood Direct is a mobile application that provides access to women’s health products for hundreds of thousands of Americans. The app lets you order birth control pills or UTI pills straight through the comfort of your own home through the app, as well as offering telehealth services and education.
Planned Parenthood Direct had run paid advertising here and there in the past but had never had a holistic digital marketing strategy. They wanted to grow fast and keep a low cost per install while also driving in-app purchases. Produktiv helped them run a design spring to optimize the app’s user experience, and then run content and performance marketing to feed the funnel.
Produktiv helped us to hone in on our targeting capabilities and conduct growth experiments. We’ve seen significant growth in our monthly install numbers and have managed to drive our cost per install down from $10 to about $3. They don’t work like a typical agency; they are very nimble and always willing to adapt to our needs. They think of projects holistically and one of the reasons why our relationship has been successful is that the product and marketing teams have been able to collaborate.
Over the years of marketing the Planned Parenthood Direct app, we’ve run ads on Google Play, Apple App Store, Snapchat, Facebook, Instagram, Spotify, TikTok and in Podcasts for both iOS and Android. We’ve been able to achieve a very low cost-per-install (CPI) and high purchase conversion rate by continually testing and optimizing.
The main takeaway was to always keep it fresh. By constantly following trends and competitors, we were able to run new strategies and creative every few weeks. When TikTok was still up and coming, we were early beta-testers of TikTok ads and the performance was unprecedented. We flipped ROI on its head and helped give access to birth control to thousands of women from their phone.
We optimzed the funnel every step of the way, from timely push notifications and email campaigns to finding user dropoff in the registration process and re-designing that flow, no stone was left unturned.