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Doubling New App Users Quickly with Integrated PR and Marketing


Innocaption results


InnoCaption is a mobile app that offers real-time captioning of phone calls for the deaf and hard of hearing community. The company, which provides the app free of charge to its users, needed to significantly increase app downloads, building product awareness and scale its active user-base. The company hired Merritt Group to develop a refreshed brand and website, and take a digital and PR-heavy program to market to meet those goals.

Merritt Group worked as an extension of the internal InnoCaption marketing team to refresh and messaging and brand, and launch a brand new website to optimize app registration and downloads, and engage and inform stakeholder and influencer groups. We then developed an integrated always-on campaign, across PR and digital marketing, to improve brand and product awareness and drive new users. We were very successful in more than doubling the number of monthly users within the first 2 months of the campaign. And, from a PR perspective we secured media placements for the CEO, app users and the company in publications such as TechTarget, Communications Daily, and a widely syndicated broadcast interview with ABC San Diego.


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