Case Study

To address these challenges, Welcome Tomorrow introduced a strategy centered around working with content creators to generate authentic and engaging user-generated content (UGC). This approach involved sourcing and briefing creators to create original content telling how the Branch app works, what it enables users to do and leaving their impressions.

The collaboration worked on the following key areas:

• User Acquisition on Google & Meta: We launched targeted ad campaigns on Google and Meta platforms, leveraging the extensive reach and precise targeting capabilities of these networks to attract valuable users. This led to an overall 17% CPA decrease in 3 months.
• App Store Optimisation (ASO): We optimised Branch’s app store listings to improve visibility and conversion rates. This included competitive analysis, keyword-optimised metadata, and new visual elements to better lay out the value propositions and increase store conversion rates.
• Creative Strategy: After studying the competitive landscape and market environment, we identified new hypothesis for advertising angles differentiating Branch from competition. We developed multiple variations and conducted extensive A/B testing to refine our approach. This data-driven process allowed us to identify winning ad concepts. Campaigns significantly outperformed industry benchmarks with CTRs increasing by 75% and IPM (Installs per Mille) increasing by 150%.
• User Generated Content: We introduced a strategy centred around working with content original content creators in Kenya and Tanzania, to generate authentic and videos. This approach involved A/B testing different storylines and hooks to refine advertising efficiency and help Branch capture the attention.