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.
