Providers is a free, #1 rated app that five million households now use to manage their EBT, WIC, SSI, unemployment, debit, and other benefits. Built with the intention of lessening the administrative burden that makes benefits hard to obtain, the Providers App aims to give back the time and emotional resources of those who need help. Bamboo and Providers teamed up with the goal of increasing brand trust and lowering cost per app registration.
In the ever-evolving social landscape, Bamboo was often challenged to find new ways to showcase the value of the Providers App through attention-grabbing creative, and authentic messaging. The Bamboo team hypothesized that diversifying the creative output with user-generated content (UGC) would result in greater trust from potential users. The goal was to use video testimonials to increase app interest and lower user acquisition costs.
With the UGC launch on Meta, Bamboo aimed to capture the attention of more qualified users within our existing top-performing Android campaigns. This initiative was supported by the following elements:
The campaign optimized towards an event that preceded the main KPI to ensure we would gain enough volume for the algorithm to learn quickly. We monitored both events throughout the test so we could be confident in the results.
*Due to the limited iOS targeting options and the skew of Android users on the app, we chose to not replicate this test for iOS initially.
Bamboo immediately saw positive impacts during the initial two-week test. These results would end up being a catalyst for expansion of the UGC offering and the Providers’ paid social program.
The UGC launch led to a 68% decrease in cost per registration, as well as an increase in ad engagement click-through rate by 15%. In the first 2 weeks of the A/B test, the UGC creatives made by Bamboo Creative Studio (BCS) quickly became more efficient than historic top-performing ads.