AllTrails is a mobile app and platform designed to assist outdoor enthusiasts in discovering and sharing trails for a variety of recreational activities. Bamboo and AllTrails teamed up to position AllTrails as the answer to staying healthy, both mentally and physically during COVID-19.
COVID-19 changed human behavior. It's as simple as that. People opting for outdoors instead of indoors, shopping at home instead of in-person – all while finding new ways to connect. Throughout the dynamic year, Bamboo had to learn how to adjust its campaign strategy to position AllTrails as the go-to product to stay healthy, mentally and physically.
Bamboo aimed to harness the momentum of interest within the client's vertical by attracting loyal, long-term customers in an increasingly competitive space, with the goal of improving app retention.
Bamboo strategized to attract users likely to explore new health alternatives during a global pandemic using a localized and seasonal approach. This was supported by a multifaceted campaign strategy:
- Restructured geo targeting tiers across paid social and realigned on KPIs per tier
- Accelerated investment ahead of highly seasonal milestones
- Leveraged tCPA app campaigns with Google
Bamboo optimized toward a mid-funnel event that preceded the main KPI in the user funnel. This gave the team confidence that the algorithm would receive ample conversion volume to learn quickly. Bamboo also monitored user cohorts to understand and react to changes in user behavior after the initial acquisition.
By adopting Bamboo's growth strategy, AllTrails was able to take advantage of the growing demand in their industry and position themselves as the market leader in outdoor trail navigation apps. Bamboo's strategy allowed a new and diverse set of users to discover a healthy way to recreate during a global pandemic. The approach also allowed for:
- Rapidly expanded total market coverage with the launch of new Google App campaigns (6x YoY increase in investment)
- Sustained positive monthly YoY growth with in-app conversion rates improving 40%
- 52% improvement in average monthly LTV