Blinkist is an app that specialises in 15-minute run-throughs of the best non-fiction books. As with most businesses it wanted to expand its subscription base, but in a reliable and sustainable way by bringing in long-term customers.
@Blinkist felt that its ideal audience was the type of person who is eager to learn and grow. It realised that Twitter - a news platform where users are curious, engaged and mobile-first - was an excellent way to reach these people.
The primary aim behind the campaign was to drive app installs and subscriptions. To do this @Blinkist used both Image and Video App Cards with clear messaging to convey its core offering, i.e. insights from thousands of the best non-fiction books.
Key to the campaign’s success was the targeting Twitter offered. This allowed @Blinkist to focus on adults over-21 across a number of countries, especially US, UK, Canada, Australia, western Europe.
The company found targeting tailored audiences, and specific keywords and interests, provided the greatest success. For example, it used keywords to target conversations its core audience was interested in, and that had been identified through previous persona research.