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    • 2-k-pic2-2

    KPLUS APP

    New K+ app launching campaign: New modern users interface (UI) and better user experience (UX)

    2-k-pic2-2

    BACKGROUND

    Weak brand awareness

    Complicated register process (7 steps, require phone number, email, OTP code, check K+ website…)

    Most people are currently confused between myK+ app & myK+NOW package.

    STRATEGY & IDEA

    • Big idea: “New Entertainment Universe”
    • Launch New K+ App with new modern users interface (UI) and create better user experience (UX) by:
      + Offer different packages with affordable price
      + Bring modern look & feel
      + Implement new features based on user review
    • Simplify user registration flow with mobile number is unique key.
    • Reduce drop % due to current complicated registration process
    • Increase awareness for New K+ App towards prospects:
      + YouTube: 6s to reach out mass audiences.
      + Facebook: R& F to optimize for reach and effective frequency.
    • Attract big number of new users to download the app and buy a package:
      + Facebook: App Install to recruit iOS users to download app.
      + Google UAC: Recruit installation and optimize for in-app purchase.
    • Besides target to users' behavior and interest, we also leverage the 1st party data to optimize for in-app purchase since these are very potential objects to stimulate conversions.

    RESULTS

      Reach: 77% Entertainment & Sport Lovers

      50M Impressions

      560K Views on Facebook

      286K Clicks

      116K Installations

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