Objectives & Goals

Provide a summary for judges. Tell them about the brief, the objectives and goals of the campaign or activity. Include any KPI’s agreed to measure the success of the campaign.

Meditopia is a leading meditation, mindfulness and mental health app, ranked #1 on the app store across many international markets.

The client needed to implement a robust and global influencer marketing program to fuel its growth, that was measured, reported and optimized under a performance approach to be compared and analyzed against its other traditional user acquisition efforts (paid search, paid media, paid social).

KPIs & Goals: CPI (cost per install), CPA (cost per registered user, & CAC (cost per subscriber) & ROI needed to match those of other traditional user acquisition channels.

Planning

Demonstrate to judges how the campaign was planned and what collaboration took place. Detail any research undertaken, tools and technologies used and challenges that need to be overcome.

TATAM planned a scale up plan beginning first on lower cost markets (Brazil and Latin America) to test different content verticals, funnels, call-to-actions, and learn before moving to European markets.

As the goal of the campaign was generating installs, the platform of choice was Instagram for the program focusing on stories to leverage the swipe up to drive traffic to the app store.

Using best industry tools for search and discovery (Creator IQ, Heepsy, Brand Maxima, Easybloggers, etc) and measurement (Adjust) early results were analyzed on a monthly basis together with the client.

Execution

It’s all about smart execution. What methodology did you use, how was the execution creative and/or innovative, and convince judges that the campaign was more than just best practice. Stand out from the crowd!

TATAM planned, executed, optimized and grew Meditopia's influencer program to be one of the largest scale campaigns in the agency.

Execution Summary:

• 572 individual collaborations.

• Influencers in 17 countries, and 9 languages.

• 26 different content verticals tested.

• Dedicated team of 5 TATAM members exclusively for Meditopia.

Results

Cross reference back to your objectives, goals and KPIs provided and demonstrate to judges how you met or exceeded them.

Campaign got renewed for 2021.

Summary of 2020 results:

• 60,213,465 video views (+39% expected views).

• CPM $8 (-50% vs expected).

• Over 250k installs and accounts created.

• CAC comparable to paid media.

• Positive tracked ROI.

• Meditopia app top grossing app across several markets.