Simple Exist: A wellness-driven brand
Introduces the "Mindful Habit Builder," a gamified mobile app designed to help users develop positive habits like meditating, exercising, and drinking water. This campaign combines paid search (SEM) and social media ads to promote the app while engaging users with interactive, gamified content.
Campaign Concept and Strategy
Campaign Name: Gamified Engagement Campaign
Objective:
To drive app downloads, increase brand awareness, and engage users with interactive ad experiences.
Key Selling Point:
The "Mindful Habit Builder" app helps users improve their lifestyles through streak challenges, rewards, and leaderboards, making habit-building fun and competitive.
Target Audience:
Demographics: Gen Z and younger Millennials (ages 18-35).
Psychographics: Tech-savvy individuals interested in health, self-improvement, and gamification.
Geography: English-speaking countries, with a focus on urban areas where wellness trends are prevalent.
SEM Campaign (Google Ads)
Ad Format: Search Ads targeting high-intent keywords.
Keywords:
"Best habit tracking apps"
"Gamified health apps"
"How to build positive habits"
Ad Copy:
Headline: “Build Positive Habits – Fun & Easy!”
Description: “Simple Exist’s Mindful Habit Builder app helps you meditate, exercise, and achieve goals with rewards and challenges. Download now!”
Call-to-Action (CTA): “Download the App Today.”
Budget and Goals:
Daily Spend: $100
Total Budget: $3,000
Goal: Achieve 5,000 app downloads at an average CPA of $0.60.
Paid Social Campaign (Facebook and Instagram)
Ad Formats:
Playable Ads featuring mini-games.
Carousel Ads showcasing app features like streak challenges and leaderboards.
Video Ads highlighting user stories and in-app rewards.
Interactive Element:
Users engage with mini-games (e.g., "Complete a streak challenge" or "Match the colors of our best-selling features") to win discounts or unlock rewards.
Ad Copy:
“Level up your habits! Download Mindful Habit Builder and compete with friends to build a healthier, happier life. Play now to earn rewards!”
Budget and Goals:
Daily Spend: $150
Total Budget: $4,500
Goal: Achieve a CTR of 5% and convert 3,000 users into downloads.
Measurement and Metrics
Metrics to Track:
Google Ads:
Impressions, CTR, and CPA.
App downloads (conversions).
Social Media Ads:
Engagement rate (time spent engaging with ads).
Number of participants in gamified challenges.
Redemption rates for rewards and offers.
Results:
Google Ads:
Impressions: 500,000
CTR: 4.5%
CPA: $0.58 per download
Social Media Ads:
Engagement Rate: 8%
Average Time Spent on Mini-Games: 1.5 minutes
Reward Redemption Rate: 20%
Optimization Plan
Techniques:
Adjust Keywords and Bids:
Pause underperforming keywords and focus on high-converting ones.
A/B Testing Ad Copy:
Test different CTAs, headlines, and visuals to improve CTR.
Refine Targeting:
Use lookalike audiences on Facebook and Instagram to reach similar users based on existing data.
Reallocate Budget:
Shift budget toward platforms or ad formats delivering higher conversion rates.
Conclusion
This campaign highlights my ability to design and execute innovative digital advertising strategies using SEM and paid social channels. By integrating gamified content and interactive elements, this project drives meaningful engagement and positions Simple Exist as a leader in wellness and self-improvement.
