How to hack a day - Marina Guz

•

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The document outlines a marketing campaign by Mimi Hearing Technologies to promote hearing health on World Hearing Day. The campaign involved partnering with Germany's largest health insurer for a pilot program and getting relevant partners to advertise Mimi's hearing test. On World Hearing Day, the campaign achieved over 50 social media posts by 22 partners reaching 700k people in Germany, 433 international media clips and 126 backlinks. It drove 45k euros in spending and over 95k downloads in March, with 52k downloads in Germany at a cost of 0.87 euros per download. While successful, the campaign was not easily scalable and PR activities did not directly drive downloads. Partner promotions were found to be very effective multipliers.

How to Hack a Day
Marina Guz
Mobile Spree 2017

OS level integration
„personalized by Mimi“
Mimi SDK
integrated in more services
Silicon integration
Personalization as the
new audio standard
Music streaming services
„personalized by Mimi“
©Allrightsreserved–MimiHearingTechnologiesGmbH2016

BACKGROUND
Insurance Partnership
Germany‘s biggest Health Insurance
Access to 10 million insured clients
Pilot project from Mar to Sep 2017
Reimbursement fee per download in Germany

PROBLEM
Organic Growth in Germany & $$$

SOLUTION
Get relevant Partners to advertise for You

BUT HOW???
...give them a good Reason to
“Help Mimi promote Hearing Health in Germany on
World Hearing Day – 03.03.2017“

PITCH TO RELEVANT PARTNERS
Biggest Fish first

CREATE RELEVANT PR CONTENT
World Hearing Index

RUN LOW CPI UA CAMPAIGNS THAT CONVERT
Test, test, test

GO LIVE – 03.03.2017
Social Outcomes: 53 Posts by 22 Partners with Reach of 700k People in Germany

GO LIVE – 03.03.2017
PR: 433 International Clippings / 126 Backlinks to mimi.io

GO LIVE – 03.03.2017
Instant Download Growth

OUTCOMES
Great Performance compared to Performance Ads
45k€
Spend
95k
Downloads March
52k
Downloads Germany
0.87€
1.85€
Cost / Download (DE)
Cost / Hearing Test (DE)

Team goal = motivating = exhausting
Campaign not easily scaleable
PR Activities are no Download Drivers
Relevant partners are great multipliers
LEARNINGS
Repeat with Caution

fb.com/mimihearing @mimihearing mimi.io
Let´s improve how people
hear the sound of life
Marina Guz
Growth Lead
marina@mimi.io

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How to hack a day - Marina Guz

1. How to Hack a Day Marina Guz Mobile Spree 2017

2.

3. OS level integration „personalized by Mimi“ Mimi SDK integrated in more services Silicon integration Personalization as the new audio standard Music streaming services „personalized by Mimi“ ©Allrightsreserved–MimiHearingTechnologiesGmbH2016

4. BACKGROUND Insurance Partnership Germany‘s biggest Health Insurance Access to 10 million insured clients Pilot project from Mar to Sep 2017 Reimbursement fee per download in Germany

5. PROBLEM Organic Growth in Germany & $$$

6. SOLUTION Get relevant Partners to advertise for You

7. BUT HOW??? ...give them a good Reason to “Help Mimi promote Hearing Health in Germany on World Hearing Day – 03.03.2017“

8. PRODUCT Build + release brand new test BIZ DEV Finalize Ensurance Partnership MARKETING Create Marketing Strategy Relaunch Website Launch PR Campaign World Hearing Index Partner Management WHD ACTION PLAN Project across all Teams

9. PITCH TO RELEVANT PARTNERS Biggest Fish first

10. CREATE RELEVANT PR CONTENT World Hearing Index

11. RUN LOW CPI UA CAMPAIGNS THAT CONVERT Test, test, test

12. GO LIVE – 03.03.2017 Social Outcomes: 53 Posts by 22 Partners with Reach of 700k People in Germany

13. GO LIVE – 03.03.2017 PR: 433 International Clippings / 126 Backlinks to mimi.io

14. GO LIVE – 03.03.2017 Instant Download Growth

15. OUTCOMES Great Performance compared to Performance Ads 45k€ Spend 95k Downloads March 52k Downloads Germany 0.87€ 1.85€ Cost / Download (DE) Cost / Hearing Test (DE)

16. Team goal = motivating = exhausting Campaign not easily scaleable PR Activities are no Download Drivers Relevant partners are great multipliers LEARNINGS Repeat with Caution

17. fb.com/mimihearing @mimihearing mimi.io Let´s improve how people hear the sound of life Marina Guz Growth Lead marina@mimi.io