CODE SWITCH - A TARGETED UA HYPOTHESIS
TooGoodToGo had just entered the US market and was seeing low app usage in parts of Brooklyn and Queens that should have been a natural fit. My instinct was that the category was speaking past these users entirely. I was lucky enough to have the support and space to test a hypothesis as the Art Director: what if we actually spoke their language? Specifically, Spanish, considering a major portion of residents in the specific under performing zip-codes were Spanish speakers.
THE SOLUTION: SPANGLISH CONTENT
With no production budget, I pulled three Spanish-speaking teammates to help write, shoot and appear in a series of Spanglish (Spanish-English) UGC style ads. The campaign drove a 13% increase in saved bags (basically, picked up food) across the targeted zip codes. Anecdotally, while the sales team were in Brooklyn talking to potential stores for the app, one person in Bushwick saw the ad, recognized it and downloaded the app. A fun bit of happenstance to end the project.
With no production budget, I pulled three Spanish-speaking teammates to help write, shoot and appear in a series of Spanglish (Spanish-English) UGC style ads. The campaign drove a 13% increase in saved bags (basically, picked up food) across the targeted zip codes. Anecdotally, while the sales team were in Brooklyn talking to potential stores for the app, one person in Bushwick saw the ad, recognized it and downloaded the app. A fun bit of happenstance to end the project.
THE QUIET LESSON: Sometimes the data tells you where people aren't. We're lucky that we can sometimes ask and test for why.
NOTE, ABOVE:Â Assets uploaded as .gifs. Final outputs were .mp4 files.
ABOVE:Â As part of this test, I also repurposed partner content/creative in Spanish to
add static imagery to the mix of creative.Â
