How Washmen achieved Social Success. The UAE’s leading app-based laundry service ran a Facebook mobile app ad campaign to increase installs and video ads to increase brand awareness, in just 7 months they achieved a 3X increase in weekly signups.
Washmen a laundry app business in the UAE and one of the region’s fastest-growing tech companies, with more than 40% growth month-over-month. The eccentric brand’s mission is to make laundry easy by offering a seamless service.
They wanted to expand by encouraging people who signed up to go on to make purchases within the app.
Washmen first launched a campaign to increase the number of people who signed up to use the app and purchased through it—and a video ad campaign focused on getting the maximum number of views to drive brand awareness.
Washmen created a series of 6- to 7-second video ads, which were shot on low-end cameras to achieve a natural look and feel. The ads used thumbnails showing UAE roads to make them resonate with people living in the region, it had the tagline “All Your Weekly Laundry For The Price of a Drink”—along with an emoji to make the ads feel more personal and relatable in News Feed.
To make the most efficient use of the campaign budget, the team used automatic placements to run the ads across Facebook, Instagram and the wider Audience Network, prioritising Facebook News Feed and in-stream video, as well as ads in Instagram Stories.
The business created Custom Audiences of its existing customers to reach its target audience- The UAE. These helped Washmen reach new customers based on traits shared with its most active existing customers.
They monitored the ads through Audience Insights to learn which ads produced the highest return on ad spend and find out where the campaign could be improved. When the ads reached 10,000 impressions, Washmen either pulled the ads or heavily promoted them, based on their performance. After 3 months of testing, Washmen had an accurate picture of which ads were working best with the target audience.
Washmen increased app installs, found new high-value customers and successfully boosted online sales. Running for 7 months from November 2017–May 2018, the campaign achieved a 3X increase in weekly signups as well as a 2X Increase in sales and a 3.5X increase in the number of monthly signups using the app for the first time.
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