The challenge. A youth-sports team-management app had to keep growing when the pandemic stopped organized sports at every level, overnight. The business needed to drive revenue from current users and new prospects at the same time.
What we did. MSI The Agency built a nimble media plan across three consumer targets, designed to be optimized as conditions changed. Creative was tailored to each audience's needs. The campaign framed the moment as a time-out rather than game over, and we kept optimizing as the season unfolded.
The results. Current users and prospects each got the right message, and the app grew through the shutdown.
- +66% increase in new app downloads, year over year
- -12% lower cost per acquisition
- 19M coaches and parents reached
Download and CPA changes measured year over year.
Capabilities: MSIActivate™ · Media Planning & Buying · Creative & Content · CRM & Segmentation