When I met shizup's team I knew this project was going to be something special, in part because it was going be really #$%@!&* hard to get it right. Their product is in the "social" domain, and social today is all about "messaging", an already crowded space. Add to this a tight budget, and the result is that we had to get super creative with the marketing strategy for the launch. Shizup's team came up with the great idea to add a meme generator to their product to differentiate themselves in the market, at which point I jumped in with the line "why text when you can meme". Recognizing that we had found the perfect hook, we led a process to change the whole marketing story and all of the messaging to fit with this new direction. Three important lessons can be learned from this process:
- When you launch a product and you don't have $1M marketing budget - find a specific group or a community that the product can "talk" to them. memes lovers are great community
- After you decided to whom you're going to launch - find the influers, the FB pages, blogs and sites that are relevant to your product. make it as niche as you can. focus is the key here, we weren't afraid to talk to a niche group, and after we'll convince them - we will go after their friends, and their friends
- When launching - pay attention to the funnel and see how the users are doing - this is how we came up with the "meme-out" idea. we needed to encourage users to send memes to their friends, and it felt like a great way to get low cpi - we go until $0.65 per INSTALL. it's a crazy price in any domain. in messaging domain is unbelievable.
All marketing materials made by my good friends, Eylon and Kamil at machisto
PR was handled by Blonde 2.0