Pink Bagel - JayThomason/Tutti GitHub Wiki

Next, we participated in the Pink Bagel Assignment. The idea was to have a question in mind that we wanted answered, and launch an ad campaign(s) to get some insight into the answer to that question. We did a lot of brainstorming on our pink bagel issue, trying to figure out what would be most useful to find out.

Eventually, we decided on the following question: Who would our most dedicated/passionate users be?

We wanted to make an app that would be attractive to Audi drivers, but were ~49 year-olds really going to be interested in using such an app? How wide of an age range would be interested? Are mobile apps just for a younger demographic? This is what we set out to figure out.

Because we wanted information about demographic, we decided to launch a Facebook ad, since Facebook gives good insights on the demographic of users who click on your ad. We also debated about having multiple ads targeted to different demographics or a single ad targeted to all demographics. In the end, we chose to put all of our money into launching one ad campaign to a wide demographic and seeing which demographic was most interested in our ad.

This was our target audience on Facebook:

Potential Audience for this ad: 100,000,000 people

Location: United States

Age: 16 and older

Interests: iPhone, Mobile phones, Music festivals, Volkswagen, Parties, Cars, Application software, Indie rock, Tesla Motors, Road trip, listening music while driving, playing music with friends, Audi, Dance party, Driving, Android (operating system), Coachella Valley Music and Arts Festival, listening music or Mobile app Language: English (UK) or English (US)

Our ad looked like this:

In addition, once clicked on, the ad directed the user to our Launchrock site.

Launchrock landing page

We let our ad run for several days and came up with some insightful results:

  • ~57,000 impressions
  • 227 clicks
  • 138 visits to website
  • 0 email addresses entered

We found that the the click-through rate was spread out among all ages and genders, with males 45-54 actually having the highest CTR.

We were thrilled to see that our hypothesis was correct: all age ranges, not just younger people, would be interested in our app. Who would be our most dedicated users? Hopefully, everyone! Seeing the results we got, we decided to make an app that can be used as a tool by all age ranges. While we got some interesting results form our ad, we wished that we could have been able to see more information about the people who clicked on our ads. We knew their age, gender, and location, but there was no way to see "liked" Facebook pages or which of our targeted interests caused the user to see the ad. We did have a number of people like our Tutti Facebook page or like our ad, but only those users could we see.

We presented our Pink Bagel findings to the class with this presentation.

Now, take a look at our preliminary software development .