WaterAid Bangladesh | Public Toilet App Promotion Case Study
Rakib Hasan
Engineer X Digital Marketer || Helping CXOs with systems, automation, and marketing
Background
The Public Toilet App by WaterAid provides directions to the nearest toilet facilities to users, along with information on amenities available in the toilets. This app solved a dire problem inflicting the majority of Dhaka citizens and yet the app was not receiving the type of adoption hoped for, despite large investments of time and resources. WaterAid approached WebAble to drive downloads & usage for the Public Toilet App through digital promotions.
Objectives
The number of downloads of the Public Toilet App was about a few hundred only when WaterAid decided to work with digital promotions with WebAble. Our objective was to raise awareness among the mass population about the existence of this app and its functionality. We aimed to increase the user base (app download) to make life on the streets easier for everyone searching for a toilet.
Core Idea
We designed a simple campaign to reach out to the target audience and get them accustomed to the app. To demonstrate the app’s uses, our contents broke down specific problems commuters often face such as finding a toilet for their children, female commuters’ need for toilets to maintain menstrual health, etc. We designed informative content about menstrual hygiene such as the need for changing pads every 4-6 hours, and the app’s vital role to ease hygiene management by tracking nearest toilets conveniently.
We used static and dynamic content to drive downloads and the use of the app. In the process, we encouraged our users to enlist nearby hygienic public toilets and upload the locations on the map of the public toilet app to drive in-app user activity.
Execution
We use Facebook as our primary platform & broke our campaign plan into 4 phases:
1. Introduce the audience to the app [Awareness]
2. Create Buzz [Engagement]
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3. Drive downloads in the Play Store
4. Drive engagement to keep users active?in-app
For the awareness phase, we used static content to talk about the hygienic concerns of using public toilets which are addressed by the app.
We used dynamic content to enhance engagement and encouraged our audience to enlist nearby hygienic public toilets with locations on the map of the PT app.?
To incentivize more uploads, we tagged with Robi for a co-branding campaign and rewarded free 2 GB of internet data for every toilet that a user registered in the app.?
Results
By the end of our digital promotions, we hit 10,000+ downloads in the Google Play Store for WaterAid’s Public Toilet App. Our community managers drove conversations on Facebook to help people understand the app better and address their queries while using it resulting in more in-app active users.???
Our Social media campaign received:?
People interacted with the contents developed to promote the app with appreciation and information regarding the new locations of unregistered public toilets.