BE SAFE WITH THE SANTAM APP
At first glance, the challenge was fairly straightforward: to get 15 000 app downloads. But before driving downloads, we needed to educate people about the benefits of the app and how it worked. Integral to this was getting that information into the right hands in the right context for the true value of the app to be understood.
We tapped into our target market’s desire for content and leveraged this not just online, but on the radio too. Using this combination, we demonstrated the app’s functional and emotional benefits; digital video, social media and content marketing providing a high level of education and user engagement while radio created awareness and excitement.
Partnering with Primedia to develop bespoke content pieces that ran over a month, we got prominent radio DJs to discuss their use of the app and its relevance to their lives. Online, we pushed native content that showed different app scenarios with video helping illustrate the simplicity and benefit of the app and social media pushing downloads and sharing. In this way we could both educate and drive downloads and exceed all expectations for the Santam app.