Planned Parenthood

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PLANNED PARENTHOOD

How does 100+ year old institution go ‘digital’ for the future?

THE CHALLENGE



For 100 years, Planned Parenthood has empowered millions of women, men and their families with the information, education and services they need to improve their sexual and reproductive health. To meet the needs of a rising generation of consumers, the organization embarked on a pioneering new strategy to deliver “Care, No Matter What” in a digital world. The result was a newly formed PPFA Digital Products Lab. At the forefront of that initiative, and speaking directly to a younger more digitally empowered generation, they introduced - Spot On - A Period Tracker and Birth Control App.

In 2017, Spot On was awarded many accolades, including winner of the Fast Company Innovation by Design Awards in the App category, winner in the Communication Arts Interactive Competition, and earning a Gold Distinction in the Shorty Social Media Awards.

Planned Parenthood partnered with Wonder Integrated Group to develop and manage a strategic integrated marketing campaign that would break through a crowded app marketplace and drive over one million people with periods to download the Spot On app within their first year in market.

Our solution to this was employing a myriad of disciplines such as consumer research, target media discovery and development of a strategic multi-channel media plan across paid, owned and earned. We then carefully managed over 15+ media channels simultaneously, all the while testing for messaging, creative and audiences to find the most effective approach to reaching Planned Parenthood’s core target.

STRATEGY & IMPLEMENTATION



By leveraging the channels most relatable to each target, we would create a sphere of influence from which to employ several tactics which included large digital buys, programmatic media buys, paid social, national grassroots college campus tour with street teams, geofencing, Health Center posters placement and distribution of palm cards, email marketing and premium partnerships with partners like Refinery29, Wattpad and Teen Vogue.

The only way to access the validity of the channel plan and effectiveness of our marketing dollars was to test, learn, tweak and apply changes by channel and tactic. We tested, measured and optimized... again and again, all the while gaining a better understanding of these audiences, their behaviors and growing needs/concerns, what messaging and creative resonated with them.

WHY IT WORKED



Over the last 2 years, as their media partners, we have proudly watched this product built momentum and take the Google and iOS app marketplace by storm with nearly 1.6 Million downloads in over 130 countries and counting, features in the iTunes and Google Play store, celebrity endorsements by the likes of Rachel Bloom and PR coverage by Teen Vogue & Refinery29 to name a few.

We have managed to refine our media audience subsets, isolating our best performing categories and demoting our least performing categories to improve overall Cost Per Install (CPI) and engagement; resulting in CPI's sometimes reaching below $0.50 cents, significantly lower than industry average rates of $3-$4/CPIs. All this while surpassing our goals year over year, despite increased competition in the apps marketplace.



Thank you to our friends and talented creative partners at BBMG who designed the amazing campaign creative strategy and assets.

THE RESULTS



Through an intersection of great partners & collaboration, strategic thinking, powerful creative, targeted paid media and the deployment of real-time monitoring and analytics, this campaign surpassed our goal of 1 Million downloads and is continuing to deliver below average CPI’s– despite increased competition in the apps marketplace. Other core successes include;

Avg Paid Channel CPI significantly below industry avg. $3-$4/CPI

Millions of traditional/digital Impressions

Over 1.6 Million Users

Thousands of Social Media Engagements and counting

 

"WonderINgroup are a pleasure to work with, and extremely effective and efficient at the work that they do. As a client, we continually face changing circumstances, and the work that we need from external vendors reflects that. It is challenging to find a partner who is willing to come along for the ride in every capacity, catering to tough deadlines and ambitious goals. Every step of the way, WonderINgroup has kept our work on course -- keeping projects under budget, ensuring we're reaching our intended audiences, and maximizing opportunities on all channels (paid, owned, and earned). They are smart, dedicated, and flexible -- amazing qualities for not just a media buyer but a partner in the work we do to reach people who need Planned Parenthood." - Product Manager, Digital Product Lab, Planned Parenthood Federation of America