Curious World

Curious World is an educational app for children. As a new product, Curious World lacked a brand identity. They came to Pivmo and needed help developing a creative identity that would resonate with their target audience and drive engaged users.

We began with 4 creative pillars. We wanted to test which message appealed to parents, and drove downloads. After the media campaign was completed, the core message was isolated and new creative was developed around features that parents latched on to. Our users were most drawn to the adventure themed creative and we used this data to inform all future creative.

This learning led to updates to the app store imagery, app demo video, and 60 variations of creative that ran across 15 partners ranging from social channels to affiliate networks to programmatic. All creative was segmented and developed specifically for each vendor based on their unit specifications, user demographics, and best practices. We hit the client’s goals and surpassed previous agencies performance by driving highly engaged users and higher life time value.