Strategy

Generating significant awareness for Galatea across diverse audience sets was The Cirqle’s first step toward driving unique app installs. To achieve this, we partnered with 11 creators across three diverse backgrounds to deliver 57 static images and video content on Instagram and TikTok. The creators’ content brought the value of Galatea to life via detailed app walk-throughs, feature highlights, styles inspired by the iconic characters, and sharing a quick synopsis of personal favorites. To drive purchase intent, creators shared promotional codes and encouraged followers to read along with them. Each piece of content was highly curated to ensure it covered all key messages across Galatea’s marketing funnel. With compelling content and ad copy in-hand, we created multiple CBO and ABO campaigns to test various audience segments across social channels. A group of distinctive influencers gave us a great advantage in identifying the best working audience. We were able to target people who interact with similar influencers and/or social posts rapidly. Through The Cirqle’s proprietary dashboard, we evaluated performance individually across 11 creators, 57 pieces of content, and 2 platforms (Facebook & TikTok) in real-time and optimized accordingly to drive best-in-class results. Additionally, we partnered with Adjust, a mobile measurement company, to provide full in-app tracking transparency to overcome Apple iOS 14 privacy changes. As a result, we drove a steady drumbeat of daily app installs and lowered the cost per app acquisition by nearly 20%.