Making Birth Control More Accessible Through +170% Growth in Monthly App Installs

Planned Parenthood Direct

Birth Control From Your Phone. Because it should be that easy.

+170% Monthly Installs from Paid Campaigns
+37% Growth in MMR (Monthly Recurring Revenue)
+35% Monthly Installs from Paid Campaigns
+25% Purchase Conversion Rate

The Brief

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.

  • Animation
  • App Design
  • Content Creation
  • Content Marketing
  • Conversion Optimization
  • Copywriting
  • CRO
  • Email Marketing
  • High Fidelity Prototype
  • Influencer Marketing
  • Lead Generation
  • Organic Social Media
  • Paid Advertising
  • Paid Search Ads
  • Paid Social Ads
  • Remarketing
  • Scriptwriting
  • Tik Tok Ads
  • User Experience Design
  • Video Production

The Showcase

Social Media

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Social Media

User Generated Content

TikTok Ads

Capturing Leads

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Email Marketing

Design Sprint

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UX Design

State-Specific Creative

Instagram Ads

The Breakdown

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.

Anuja Mehta, Digital Marketing Manager, Kaleido Health Solutions

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.

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