MOTIVE is a software application that provides daily motivational quotes and sayings to users in need of inspiration. From the outset, MOTIVE focused its app marketing on the U.S. market rather than the domestic market. To achieve greater growth through strategic marketing, they partnered with DISRUPT to manage Meta advertising and produce ad creatives specifically for the U.S. market. To meet the goals of increasing app installs and reducing the cost per install, it was essential not only to manage Meta ads systematically but, more importantly, to create ad assets that effectively showcased MOTIVE’s brand concept and features to maximize ad efficiency. As a result of our collaboration on Meta ad management and creative production, MOTIVE successfully increased its app installs and secured a strong base of active users.
Phase 1
Meta Ad Strategy Development
Compared to other quote-based apps, MOTIVE held a competitive advantage through its diverse and unique features, such as audio readings of quotes, personalized quote delivery, daily motivational alerts, mood selection, and a "Night Review" for reflection. Disrupt focused on these strengths to establish a Meta advertising strategy. We first identified young men and women with a strong interest in daily motivation and quotes as our primary target, researching their preferred interests, content types, current trends, and competitor content. By actively utilizing the U.S. market insights of our multinational team, we developed ad copy that provided trendy, impactful motivation with a higher potential for success in the U.S. market. Through this process, we were able to develop a differentiated Meta advertising strategy for MOTIVE that effectively captures the attention of the target audience.
Phase 2
Meta Ad Creative Strategy & Production
Although MOTIVE was already running Meta ads targeting the U.S. market, their ad creatives were limited to a narrow range of styles and designs. Consequently, they tended to reach a relatively restricted audience. Leveraging the insights of Disrupt’s multinational team into the U.S. market, we conducted ideation sessions to plan the production of ad creatives featuring diverse styles and designs. Our goal was to reach a broader age demographic and ultimately increase app installs for the highly appealing MOTIVE app. We specifically targeted professions that require frequent motivation, producing full-funnel ad assets—including custom videos, GIFs, and images—through motion graphics and professional editing.
Phase 3
Meta Ad Management
We set the key performance indicators (KPIs) for our collaboration as the number of app installs and cost per install (CPI), with a goal of achieving a low CPI. Disrupt managed MOTIVE’s ad campaigns on the Meta platform, continuously testing various targeting options, specifically focusing on audiences with a high interest in motivation and quotes, to refine the target groups that were most responsive and best suited for the MOTIVE service. We also took a granular approach to adjusting ad budgets for each campaign to lower the cost per install, and strategically combined the ad creatives produced by Disrupt with targeted options to maximize advertising performance, including the number of app installs. As a result, our collaboration achieved a lower cost per install and a higher number of app installs compared to before.
