Company: Fiksu Inc., Boston, MA
Company Division/Group: InkHouse
Company Description: Fiksu provides data-fueled mobile marketing technology that connects brands, agencies, and app advertisers to targeted mobile audiences.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: American Well’s Telehealth App Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Launched in October 2013, Amwell, a free-to-download app, provides live video access to US board-certified doctors, nutritionists and therapists 24/7/365 from a mobile device for $49 per visit. Amwell partnered with Fiksu beginning in early 2014 looking to drive enrollments and grow a high-value user base. Through this partnership, Amwell was able to propel its app to the number one spot in the Medical category of the App Store.

Genesis

Amwell is a fast growing telehealth company; because of this, their goals are often changing, and as a result their marketing strategies have needed to remain flexible. As the company has matured, their focus has gone from initially looking to acquire as many users as possible, to re-focusing their efforts on acquiring more high value users who have paying doctors’ visits in the app. As this strategy has evolved to focus on higher value users, retargeting strategies aimed at user retention and re-engagement have become a stronger point of emphasis. Given these challenges and goals, Amwell partnered with Fiksu to build a strong and specific marketing campaign, with the goal of increasing app enrollment, growing their overall user base, and re-engaging existing, valuable app users.

Planning

Fiksu worked with Amwell to determine their goals and KPIs, build basic parameters and calculate an initial budget allocation plan. Fiksu’s tight-knit integrations with many platforms, including social networks such as Facebook and Twitter, allowed the team to plan how they would begin distributing budget in a flexible and appropriate way for Amwell’s brand. This plan included which channels and ad types to use, and which audiences to target. Unlike more traditional marketing campaigns, the planning stage was not as finite, as Fiksu’s optimization technology allowed them to observe performance and adjust strategies as the campaign progressed to ensure optimal results.

Execution

Fiksu was able to execute on the campaign by leveraging the three core components of their mobile marketing system– data, reach, and optimization. Despite Amwell’s unique challenges relating to customer data as a result of HIPPA compliance rules, Fiksu was still able to help Amwell leverage actionable data, most notably via Facebook. By creating Custom Audiences from data accumulated through Facebook, Fiksu was able to develop lookalike audiences similar to existing Amwell users. But the success of the campaign was not due only to Facebook. Fiksu leveraged its expansive reach in order to find users for the Amwell app across other key channels including Twitter, RTB and video networks. The most critical part of the campaign execution, however, related to Fiksu’s advanced optimization tools, which drove marked improvement in costs, registrations and other metrics as the campaign progressed.

Results

Thanks to Fiksu’s technology and expertise, Amwell’s campaign was a great success. Within the first few months, American Well achieved 15 times more registrations per week, 80 percent lower cost per registration and reached the number one rank in the Medical category of the App Store. As the strategy shifted later in the campaign to growing Amwell’s high-value user base by optimizing on paying visits, the result was a 64 percent decrease in cost per unique paying visit.

As a result of their strategy on Facebook, the social network became one of the top performing sources for Amwell, with three times higher conversion rates than other channels and 3.5 times more active users.

As the campaign progressed, Twitter also became a top-performing source, thanks in large part to Fiksu’s advanced optimization tools. Fiksu lowered Twitter CPIs down 78 percent, to a cost in line with Facebook.

Finally, retargeting strategies aimed at driving users further down the funnel were also extremely successful, with retargeting campaigns on both Facebook and RTB resulting in 10 times lower cost per visit compared to new user acquisition.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• Targeting custom and lookalike audiences through Facebook resulted in 3x higher conversion rates on Facebook than other channels and 3.5x more active users
• Leveraging Fiksu’s programmatic reach across a variety of channels, including Facebook, Twitter, and RTB, allowed Amwell to build their user base cost effectively – resulting in costs 80 percent lower per registration than past campaigns
• Fiksu’s optimization technology was able to lower Twitter CPIs down 78 percent, to a cost in line with Facebook
• Optimizing around users that pay for doctor’s visits, Amwell saw a 64 percent decrease in cost per unique paying visit
• Ultimately, Amwell reached the number one rank in the Medical category of the App Store
• Retargeting campaigns were key to more recent success: through these types of campaigns on both Facebook and RTB, Amwell has had 10x lower cost per visit compared to new user acquisition