CASE STUDY: Mobile app reaches ABC1 males to launch ToucHotel

Provided by Grindr
Using geo targeted broadcast messages, Grindr produce a phenomenal result of app downloads for Touchotel in the US.
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What was the Challenge / Background of the Campaign?

ToucHotel required a media route to build awareness and encourage downloads of their free travel app. ToucHotel is designed to make booking hotels easy, giving instant access to a selection of over 140,000 online accommodations worldwide, users can book at the touch of a finger. The app encourages networking through user reviews which can be shared with their connections. Realising the benefits of marketing to a gay audience, known for their love of travel and ability to spread word of mouth on products and services, ToucHotel partnered with Grindr for their app launch.

What was the Campaign Objective?

To raise awareness and maximise downloads of the new Touchotel app.

What was the Solution?

Partnering with Grindr, a social networking app which utilitses location-based technology to offer brands the opportunity to harnesses social media power. Reaching a highly attractive audience of dynamic male users, ToucHotel took advantage of this niche media, running a 3 day campaign of geo-targeted broadcast messages to all Grindr users in the US. The campaign was designed to build awareness of ToucHotel, encourage clicks and downloads of the travel app.

What were the Results?

Over 29,600 clicks in 3 days. Client reported 4,000+ new downloads.

What were the Key Learnings of this Campaign?

Gay men are trendsetters and love to travel a lot more than their straight counterparts; successfully marketing new products and services to them can often help marketers gain entrance into larger, more mainstream markets. For this reason, Touchotel chose to target their initial campaign at the gay male market which proved very successful.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 males with a penchant for travel
16 - 24
25 - 34
35 - 44
Male
ABC1
MOBILE
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions, INTERNATIONALAll YearDIRECT RESPONSEBRAND STRATEGY
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