PlugSports teamed up with Moburst in an innovative influencer marketing campaign to enhance app installs and sign-ups among high school athletes.
The campaign far exceeded its goals, gaining massive views, driving significant app installs and sign-ups, and positioning PlugSports as a key player in the student-athlete recruitment space.
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Scoring big with PlugSports: Launch campaign
Objective
PlugSports approached Moburst with a clear objective: optimizing app installs and sign-ups while minimizing costs. To achieve this, we devised a comprehensive influencer marketing strategy. Our approach involved collaborating with 14 influencers, producing 18 captivating videos, and generating an estimated 1.4 million views. We addressed inequality in student-athlete recruitment by primarily targeting high school athletes aspiring to pursue collegiate sports.
Tactics
Moburst implemented a game plan to involve post-high school athletes as influencers. They pitched PlugSports as the app they wished they had during recruitment, urging current high school athletes to seize the opportunity. Male and female athletes were recruited for maximum reach, providing a balanced perspective in a male-dominated space.
The strategy also included leveraging top-performing content and boosting it via TikTok Spark Ads. Given the skit-like, humorous content that resonated with our target audience, TikTok was the perfect platform to reach the younger demographic.
Delivery and results
Our delivery strategy focused on engaging influencers to create authentic content. We re-activated top performers and boosted their content through targeted paid Spark Ads on TikTok.
By optimizing posting times and using popular hashtags, we achieved impressive results. The campaign drove over 8,500 installations and generated 5,400 sign-ups. It increased the click-through rate (CTR) by 227% and reduced the cost per install (CPI) by 85%. With 2.5 million views and 138.1K engagements, we garnered attention from renowned D1 schools like Gonzaga and Michigan State.
The campaign's effectiveness was underscored by an earned media value exceeding $130,000, more than double our actual media budget of $60K.
