App Marketing Refresh
The Washington Post
I led a refresh of the app marketing system to better communicate the product’s value across key acquisition touchpoints. Rather than a single execution, we built a modular system of static and motion assets that flexes across paid media, Apple App Store product tiles, Google Play and a dedicated landing page.
Within weeks of launch it was driving 100+ daily installs. It has since carried seasonal moments like the midterm elections, anchoring paid media campaigns and app store events, while continuing to highlight individual product features as the app evolves.
The Washington Post
I led a refresh of the app marketing system to better communicate the product’s value across key acquisition touchpoints. Rather than a single execution, we built a modular system of static and motion assets that flexes across paid media, Apple App Store product tiles, Google Play and a dedicated landing page.
Within weeks of launch it was driving 100+ daily installs. It has since carried seasonal moments like the midterm elections, anchoring paid media campaigns and app store events, while continuing to highlight individual product features as the app evolves.
Before the Redesign
The existing app marketing creative no longer reflected the breadth of the product or the range of features available to readers.
After the Redesign
A refreshed system of modular static and motion assets built to flex across paid media, Apple News, the App Store, Google Play and a dedicated landing page, highlighting individual product features while scaling as the app evolves.
A refreshed system of modular static and motion assets built to flex across paid media, Apple News, the App Store, Google Play and a dedicated landing page, highlighting individual product features while scaling as the app evolves.
Apple App Store
App Landing Page
Paid Media
Seasonal Updates — Paid Media / App Store
