SUMMARY
The Let’s Roam app leads you on an outdoor scavenger hunt to explore a city at your own pace. People can use the app to discover landmarks, art, culture and history.
The app guides you through riddles, trivia questions and photo challenges as each person on your team has a themed role.
Let’s Roam looked to us for a brand launch strategy to create buzz and generate users. Take a look at how we took Let’s Roam to market.
SUMMARY
The Let’s Roam app leads you on an outdoor scavenger hunt to explore a city at your own pace. People can use the app to discover landmarks, art, culture and history.
The app guides you through riddles, trivia questions and photo challenges as each person on your team has a themed role.
Let’s Roam looked to us for a brand launch strategy to create buzz and generate users. Take a look at how we took Let’s Roam to market.
OUR ROLES
CHALLENGE
The initial stage of the launch consisted of creating a digital brand voice for Let’s Roam. This voice needed to embody the essence of the Let’s Roam experience.
Other objectives included growing their social media following and increasing app usage. We needed to make the Let’s Roam social media accounts a place where people could find fun things to do, aka scavenger hunts.
With the need to drive continuous awareness in a very narrow niche, this social media campaign required careful planning and execution.
DISCOVERY
During our research, we discovered a saturated market of event and activity apps with growing competition.
Therefore, Let’s Roam needed a unique selling proposition to capture the attention of Millennials (ages 25-40) who love to explore new places and go on urban adventures.
We chose social media as the digital channel best suited to reach a broad Millennial audience.
SOLUTION
Designing an Original Brand Voice
Brand Identity
The tone of Let’s Roam needed to be family-friendly, fun, cheerful and colorful. We designed a brand voice to mirror Let’s Roam core values and functionality.
The headlines and copy we used in the social media posts evoked a sense of FOMO while remaining informative and engaging. Our primary objective was to get people to take the initiative and try something new.
SOLUTION
Creating a Dynamic Campaign
Social Media Strategy
Ultimately, we wanted to use social media to augment the in-app experiences. So, we developed a social media campaign with 3 phases. Each phase had 3 main objectives.
PHASE 1: Creating Awareness
- Give Let’s Roam social accounts a brighter and positive vibe.
- Create awareness about the different types of scavenger hunts.
- Introduce how one can book a scavenger hunt.
PHASE 2: Telling the Story
- Feature people who have tried the scavenger hunts.
- Highlight the different challenges in each scavenger hunt by posting user-generated content.
- Feature positive app reviews.
PHASE 3: Leveraging Promotions
- Connect with users by featuring their team.
- Make people aware of other locations outside the US.
- Introduce weird and unusual holidays that some locations celebrate.
SOLUTION
Content Creation & Campaign Execution
PHASE 1: Creating Awareness
Using carousel and static social media posts, we detailed how the app worked, provided booking information for corporate events and introduced users to the Let’s Roam team.
PHASE 2: Telling the Story
Building on momentum from the first phase, we went deeper into the story of Let’s Roam to create a stronger emotional bond with users.
We featured a team doing their scavenger hunt and conducted a photoshoot to capture the occasion. This strategy helped humanize the Let’s Roam social account and create a stronger connection with their followers.
Then we wanted to turn attention to the functionality of Let’s Roam. We featured a positive app review in one of the social media posts. It highlighted a user showing her love for Let’s Roam!
To increase engagement, we asked users to post themselves performing the Human Clock, one of the challenges in the app.
We utilized another carousel post to show followers how to start their first scavenger hunt adventure, earn fox coins and explore cities to increase app usage.
PHASE 3: Leveraging Promotions
We took advantage of National Selfie Day and posted a user-generated photo to promote our photo challenge: Take a selfie and tag #letsroam for a chance to win a free hunt.
To increase usage of the app’s dining experiences in Denver, we posted a promotional photo for National Doughnut Day.
