Aumio develops its own mobile app for sleep and mindfulness, designed to help children and families create healthy sleep routines. The app launched in early 2021 – and already more than 200 000 families use Aumio regularly.
Key challenges
- Measuring the effectiveness of marketing campaigns across channels.
- Lowering the customer acquisition cost.
- Making sure that customer data is 100% safe.
Challenges of app marketing
Rather than relying on external content, Aumio's team creates each content piece in-house. They collaborate closely with a network of specialists to craft content tailored for the well-being of children and families. Every soundscape and story featured in the app is an exclusive creation by Aumio. However, this approach incurs much higher costs, preventing the app from being fully free – proving to be a considerable challenge for the Aumio's marketing team.
The average willingness to pay for mobile apps is still very low compared to other industries. Hence, our marketing needs to be very effective, we cannot afford expensive spray-and-pray campaigns.
Initially, Aumio experimented with conventional performance marketing, but it proved costly and ineffective. Being a mobile app geared towards younger children, ensuring data privacy is crucial, adding complexity to the search for suitable marketing tools.
Integrating Voucherify in 5 days
Adding Voucherify to Aumio's marketing stack helped them measure the success of campaigns across channels. It all started with a lightning-fast integration that was completed in 5 days.
We were able to integrate Voucherify into our promotion workflow in our Aumio app within a few days. Now the entire team can create & manage promotions on their own, not requiring any technical assistance. It's a relief.
One of the things that influenced Aumio’s decision to partner with Voucherify, was to let the marketing team to create, configure, and edit campaigns without any technical assistance. Equally important, Voucherify is 100% GDPR- and ISO 27001-compliant, which means that Aumio customers' personal data is stored and processed securely.
Voucherify helped us measure the success of campaigns across channels and platforms. Thereby, we were able to cut our customer acquisition costs in half.
Code-free influencer promotions and referrals
After the successful integration, Aumio started to use various promotion scenarios – from giving individual users access to test their premium product to running massive marketing discount campaigns.
But the most significant use case today are influencer marketing campaigns – where Aumio shares Voucherify-powered promo codes with micro-influencers in the parenting space.
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Recently, Aumio also added a referral program to cut CAC even more – with advocates promoting the app among family and friends in exchange for discounts on the premium plan subscription. Registered users can access the referral view in their profile tab. Once they request a referral code, Aumio triggers built-in mobile sharing options with a preconfigured referral message and a referral code. This approach allows hassle-free sharing via most popular apps such as Messenger, WhatsApp, or simple SMS.
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The referral code can applied on the app's starter screen – the discount is applied automatically.
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