Background: Research in Israel shows that 9 out of 10 women are afraid when walking alone at night.
Idea: Always believes that all women should feel confident to live their lives to the full and for this
purpose, we introduced 'BackMeApp' (BMA) for the first time globally in Israel. BMA is an app
service that allows your friend to monitor you while going back home late at night, like your own
'guardian angel'. This app service is relevant for women across all ages and a powerful PR
campaign was needed to raise broad awareness (online & offline) for the launch.
Results and Effectiveness
Results in Israel since launch on February 19, 2015 has:
- Downloads of the app: 305M – 50% reach of TA (girls & women 13-34) with 3M unique users daily
- Video views: 315M – 52% reach of TA (women 13-34) (English master version):
https://www.youtube.com/watch?v=4dqfZ6LwmV4
- FB unique people reached (past 3 weeks): 622M – 75% reach of TA (girls & women 13-40)
- Bloggers & influencers: more than 500 posts on Instagram, fb & blogs from influencers that
brought +1MM impressions
- 1 TV morning show coverage on leading IL channel
- 2 articles on #1 & #2 news websites in the market
Creative Execution
BackMeApp was launched in Feb'15 and two local young female celebs, also real-life friends, were
chosen to become its ambassadors. They promoted it through their Social Media & via interviews
(TV, magazines), providing real-life personal testimonials of the app.
#Leaders Support
In parallel, we collaborated with 'Leaders', a local Influential Social Media Users platform, with 420
mom-bloggers & young online influencers, all active on Social platforms, aimed to promote the app
via sharing their personal stories/experiences adding further credibility.
The campaign ran according to the plan in February & March, and got extended to April due to
National Elections.
Insights, Strategy and the Idea
Target Audience (TA): women across ages /Core TA: teens & young women (13-40 y.o.)
Reach target: 50% reach of TA
Strategy: A digitally led strategy was designed to bring the app to consumers when active online &
on their mobile phones. The Digital activation consisted of a teaser video campaign on YouTube, an
app promotion via Facebook posts & install ads and mobile ad campaign on external portals &
apps.
In parallel, the PR plot was activated via:
--Social Media influencers (teens, blogger mums) to create word of mouth through consumer
personal stories and
--Two female friends celebrities, who became app ambassadors online & offline.