MOBILE APPS: CREATIVE EXPLORATION

3 HYPOTHESES FOR STRATEGIC DIVERSIFICATION

MOCKUPS FOR ILLUSTRATION PURPOSE / NON-EXISTING BRAND

und
w I fo
im e: ho eek

+
r y t w
Sto the wn
estie ew to

+ Hey! Welcome to
town!
my b d to my n
Im o v e

Hi! So glad to meet

you!!!

Any weekend plans for

exploring the city?

I’ll be unpacking,
Don’t be a stranger! but would love to grab
will help you feel at home finding coffee if you can!
friends in your area
Ping me on
if you need a hand! IN APP STORE

TRY NOW
START THE CONVO WITH LEARN MORE

Connecting with
Showcasing Creating
Human Drivers
Functionality Curiosity

Give a meaningful reason to create interest /

Don’t create a story. Focus on building a short, Build a teaser narrative to drive action.
install the app.
clear, immersive demo or tutorial, showcasing
the full functionality of your app.
Craft a message considering the situations
where the app can solve a human problem, or
Leverage the key attribute(s) (ease of use,
enhance a human experience. How are you
potential for creation…). Display in-phone
meeting your audience’s needs?** Play with FOMO; ex. "influencer favorite”,
user interface.
“most loved in app store”…
• Ex. motivators: inspiration, entertainment, Clarify how will the app meet people’s
personalization, experience (seamless, fun, expectations, without overpromising. Explore install and use triggers; ex. ”free
educative…), time saving… download".
• Ex. barriers: price, subscription Leverage motion design and sound to create
commitment, complexity “how does it an immersive experience. Leverage social proof: use real app store
work?”… quotes and results of satisfied customers;
Get inspiration from playable formats. ex. “5 stars in app store”. “over 100.000
Add messaging that helps people execute the satisfied users”.
action you and they care about.
TEST THE CREATIVE POTENTIAL OF THESE NARRATIVES
STRUCTURE: CELL A CELL B CELL C CELL D

A / B TEST with 4 CELLS.

BAU +BAU +BAU +BAU

BUILD 3 ASSETS AND SELECT

Objective: cost per app installs.
A HIGH PERFORMING BAU.
Placement: feed.
PARAMETERS: Duration: 2 weeks.
Duplicate or re-add the copy and turn off the original BAU during the test.

ASSETS SPECIFICATIONS: Keep consistency with the format (static / video) and the aspect ratio (1:1, 4:5, 9:16).
Keep brand consistency: logo, typography, color palette…

BUILD WITH DR BEST PRACTICES

1 2 3
Create mixed assets. Capture attention quickly. Introduce your brand.
Static and video perform better Communicate the main message or Incorporate your identity (logo,
together. key solution upfront. guidelines…) within the first seconds.

4 5 6
Polish visual storytelling. Raise the production standard. Build for sound off.
Make sure your creative concept is Grow the quality of your assets to Captions and overlays can raise your
reflected in the message and visually. improve credibility. completion rates. Leverage sound to
Trend: get inspired by Reels language!* delight.

7 8 9
Frame for mobile first. Emphasize the CTA. Be clear about the CTA journey.
Build for your placements: 1:1, 4:5 Add the CTA to the creative. Include Build trust by addressing where is the
or/and 9:16. Build all aspect ratios for visual elements that drive attention audience being directed after the CTA.
automated placements. towards the CTA bar.

*FOR PROMOTIONS:
Lower the barrier for entry. Reinforce trial or promo offer.
Communicate the ease of managing the subscription.

Additional Resources:
* Reel Talk
** Betatyping