Filma:
Marketing Strategy, Meta Ads

Client information & objectives:

As an innovative tech startup, Filma provides a robust video editing app that eliminates the complexity similar professional video editors have and allows users to create business & social media videos, and even small films with ease, regardless of their video editing capabilities. Additionally, the video template functionality, the AI capabilities, and the ability to work on a video on both MacOS & iOS establishes Filma as one of the top video editors of its kind. 

Filma approached us with a clear objective: making sure that users know about this unique app and increasing the number of its app downloads.

Our main objectives were:

• Increase the number of downloads
• Build brand awareness

Actions:

To achieve Filma’s objectives, we proceeded with the following actions:

• Establishing a marketing strategy
• Running Meta Ads

Establishing a marketing strategy:

To achieve our objectives, we started with crafting a marketing strategy & plan in close cooperation with the Filma team.

The marketing strategy included:

• Current market & marketing audit
• Comprehensive direct & indirect competition analysis, including finding the weak points of competitors and leveraging them as an advantage
• Target market analysis
• Buyer personas establishment
• SWOT analysis

The marketing strategy was used as a roadmap, accurately pointing out to us the edge we should form compared with our competitors, as well as the components we should work on to improve.

After finishing Filma’s marketing strategy, we also established a marketing plan with clear goals, actions, and timelines.

Meta Ads:

Based on the nature of Filma and the findings in our marketing strategy, we decided that Meta Ads are the ideal marketing tactic to achieve our goals, as our buyer personas are heavily utilizing Meta products (Facebook & Instagram). Let’s dive into the components of our Meta Ads endeavor with Filma:

Strategy & Goals:

Here are the 3 objectives for our Meta Ads:

• Reinforce Brand Awareness
• Increase iOS App Downloads
• Increase macOS App Downloads.

Conversions Tracking:

Conversions tracking for Filma proved to be a challenging task, as apart from its website, we should also track actions occurring inside the iOS app. For that purpose, we leveraged a mix of the Facebook Pixel & Facebook SDK. We meticulously implemented them on both the website and the iOS app, and we were able to track conversions and optimize ads for conversions accurately.

Ad Types:

We used the following ad types to achieve Filma’s goals:

• App Promotion Video & Carousel Ads for the iOS App
• Lead Video & Carousel Ads for the macOS App
• Video & Carousel Remarketing ads for both Apps

After launching the ads, we proceeded with constant optimization, including testing various standard, lookalike, and custom audiences, and a/b testing various content components.

Here are some campaign success data we’re allowed to disclose:

• Conversion Rate for MacOS Downloads: A staggering 37%!
• Conversion Rate for iOS Downloads: 23%
• Average Ad frequency of 3-6, ensuring that our target audience is aware of Filma without overwhelming it with ads.

Finally, it is worth noting that during the duration we were running the ads, in-app purchases in the Filma Apps have increased by about 11%!

Other data cannot be published due to an NDA.

Final takeaways:

At the beginning of our collaboration, our primary mission for Filma was clear: to generate awareness and boost mobile and macOS app downloads. 

During our collaboration, we achieved an unprecedented conversion rate, enabling a great number of new users to test the Filma App, managed to have a healthy ad frequency that will boost Filma’s brand awareness, and played a pivotal role in increasing in-app purchases by more than 100% while our ads were running. 

Finally, we managed to have accurate conversion tracking by carefully and successfully implementing and using both the Facebook Pixel and the Facebook SDK.

In conclusion, during our collaboration, Filma achieved its goals by generating enough app downloads, brand awareness, and a great increase in its in-app purchases.