Online marketing for a personal safety app

Our client has a simple, easy to use, and feature-rich personal safety app designed specifically for smartphones and mobile devices. The app has a single display screen with five distinct emergency calling buttons. Each button has a specific purpose that correspond to the type of emergency, providing peace of mind to the caller that help is just a tap away with the app.

Challenges

The client needed a number of services to boost the visibility of the app and to win good reviews and ratings on App Stores. He also needed various pieces of promotional collateral for online and offline use. There are a huge number of Personal Safety apps available and the challenge was to differentiate client’s app from the competition.

The Implementation

We promoted the app with a multi-pronged campaign. Videos also played a central role in the marketing of the app. Apart from the main promotional video, smaller videos depicting threatening situations were also used to create awareness.

These are some of the elements of the marketing campaign:
  • PowerPoint Presentation: A demo presentation for online distribution.
  • Marketing Video: An attractive demo and marketing video that shows all possible scenarios of the app’s functionality.
  • App Store Optimization: Included appropriate description, tags and screenshots.
  • PR Blast: Created and distributed Online Press Releases.
  • Paid Advertisement: Pay-Per-Click campaign using app relevant keywords.
  • Media Blast: Targeted journalists for additional exposure.
  • Website Design: A specially designed website for the app with clear calls to action.
  • Social Media Marketing: Created Facebook and Twitter pages with additional postings about the app on suitable websites.
  • Leaflet Design: A small leaflet was designed with the app’s highlights and call to action.
  • Help Manual: A concise manual for users educating them about the app and how to use it was created.
The Result

The app has been well received by users and installations have been going up since its launch.

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