Bip Case Study

BACKGROUND

1 What was the state of the business before the campaign began?

2 Who were the competitors and what market share did they have?

3 What were the specific challenges and opportunities that the client and/or brand faced?

4 What did the client want to change and why?

What was the degree of difficulty of this challenge?

With different features; like captions, stickers by Yiğit Özgür (one of the most famous caricaturists in Turkey), disappearing messages, group messaging, together, BiP offered a new messaging experience to its users. Over time, BiP offered a wider experience after the addition of voice and video calls. Lastly, this experience has become even richer with the addition of official accounts in many categories

Because one of the most important factors that help these type of applications popular is the “network effect”. The people who have downloaded the application, in the case of their loved ones also using the application, keep using it. However if they think that not enough people are using it, after a brief examination, they delete the application without using.

OBJECTIVES

Explain why your objectives are significant for your brand.

Outline your business, marketing, and communications objectives. These should be clear, concise, measurable (state time frame) and achievable yet challenging.

Preference will be given to business objectives which state sales, share or profit targets.

In order to make BiP an application which was actively used by a large audience, our most important objective was to increase the number of downloads. Our second most important objective was to increase the number of active users.

Our target objectives in the campaign, between the periods of October 2015 – January 2016 was as

2 What was the message you wanted to communicate?

3 Why was this message chosen?

Messaging applications such as Whatsapp, Facebook Messenger, and Telegram are now essential to our lives. Not only do we use these applications for the daily communication needs we have during the day, but we also use them to share and convey our emotional reactions. Unfortunately due to the limited and limiting functions the current applications offer, no matter what we do, they don’t do justice to the emotions we want to share with our loved ones. However in the case of BiP, it helps us express these feelings which are originally difficult to convey in a fun and easy way, using caps, stickers, voice and video calls, disappearing messages, official accounts, and many similar functions. In other words, BiP offers a communication experience which is unique, new and quite fun for its users compare to its competitors.

This is why we wanted to separate our brand in the minds of our target audience by bringing up this new and fun experience using the phrase “The newest and most entertaining way to communicate”. Because of the budget constraints, launching a single big campaign would shorten the campaign period and decrease the impact. So, we preferred to segment our target audience into small groups and customized our messages specifically for these