SoSecure by ADT: Expanding Reach and Enhancing KPIs Through Strategic Market Positioning

Introducing SoSecure by ADT

SoSecure by ADT is an innovative mobile app that transforms smartphones into personal safety devices. Leveraging ADT's extensive experience in security solutions, SoSecure provides users with quick access to emergency assistance, location sharing with trusted contacts, and other safety features designed for peace of mind. The app caters to individuals seeking personal safety solutions in their daily lives, whether commuting, traveling, or exploring new areas.

Despite its strong foundation, SoSecure aimed to expand its reach and improve key performance indicators (KPIs) by moving beyond traditional promotional messaging. The goal was to penetrate new audience segments and optimize marketing efforts for better efficiency and impact.

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The Challenge

Limited Audience Reach

While ADT is a well-established brand, the SoSecure app had limited awareness among potential users outside of its existing customer base. The over-reliance on promotional messaging was effective to a point but restricted the brand's appeal to new demographics.

High Cost Per Acquisition

The current marketing strategy, though robust, resulted in a higher-than-desired cost per acquisition (CPA). There was a clear need for a more efficient and targeted approach to reach potential customers without inflating marketing expenses.

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Our Approach

Audit

• Customer Insights
  • We delved deep into social media comments, app reviews, and customer service interactions to understand the needs, preferences, and pain points of both existing and potential users. This provided a wealth of information on what users valued and what barriers existed.
• Creative Audit
  • An exhaustive review of historical ads and unique selling propositions (USPs) was conducted. This helped identify gaps in the messaging and opportunities to enhance creative assets to better resonate with target audiences.

Analyze

• Understanding Conversion Drivers
  • By exploring the USPs, competitive differentiators, and key behavioral triggers, we gained insights into why people choose SoSecure. This included factors like ease of use, reliability, and the reputation of ADT.
• Audience Research
  • A comprehensive analysis of motivators, intent signals, and user experience unveiled new core audience segments. These included younger tech-savvy individuals, parents, and solo travelers who prioritize personal safety.

Ideate

• Building a Strategic Roadmap
  • Collaborative brainstorming sessions led to the development of a creative testing matrix. We defined specific channels, audiences, and offer strategies to test and implement.
• Creative Development
  • Crafted new messaging and visuals that highlighted the app's features in relatable scenarios. Personalized content was designed to address the specific needs of each target segment.

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The Results

32% Increase in Click-Through Rate (CTR)

Our refined messaging and creative tests, rooted in deep customer insights, led to a significant uplift in engagement. The CTR across digital campaigns increased by 32%, indicating a stronger resonance with the audience.

37% Decrease in Cost Per Acquisition (CPA)

By capitalizing on new core audience targeting opportunities and optimizing ad spend, we achieved a substantial reduction in CPA. This improved the overall efficiency of marketing efforts.

Expansion into New Audience Segments

The result-driven market positioning strategy unveiled and capitalized on untapped audiences. SoSecure successfully penetrated new market segments, reducing reliance on traditional promotional messaging and broadening its user base.

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Key Stats to Highlight

• +32% CTR: Enhanced engagement through refined messaging and creative strategies.
• -37% CPA: Optimized ad spend with targeted audience segmentation and personalized content.
• Diversified Audience Base: Successfully reached new demographics, including younger users and frequent travelers.

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In Conclusion

The transformation of SoSecure by ADT's marketing strategy underscores the power of strategic market positioning. By aligning customer insights with creative assets and tailored messaging, we not only improved core KPIs but also set the stage for sustainable growth. The journey from relying on promotional messaging to engaging new audience segments exemplifies the adaptability and forward-thinking approach of both SoSecure by ADT and our marketing team.

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