While other brands pulled back during the pandemic, we saw a unique opportunity for growth for Likewise—a movie/tv show recommendation app backed by Bill Gates. But that meant bucking marketing trends with bold creative and an aggressive media and channel strategy. We tackled the issue head on by tapping into the shared experience of quarantine and asking the question on everyone’s mind, “OK, now what?”
We chucked the quarantine tv spot formula out the window and brought some much needed humor to this experience we’re all living through. You’ve cut your own hair and video conferenced sans pants. Ok, now what? Download the Likewise app.
The new campaign consistently beat all previous controls leading to an 86% increase in app downloads. But most importantly, Bill Gates loved the work! I’m just going to assume he doesn’t wear pants on video conference calls either.