MyTN App Downloads
The State of Tennessee Department of Finance and Administration launched an initiative to increase the use of digital processes and educate permit holders on upgrading their licenses through the introduction of the MyTN app. The primary objectives were to increase downloads and inform targeted audiences about the benefits of transitioning to digital permits. By consolidating all resources and services within the app, the government aimed to streamline and simplify the license management process. It needed to reach and educate the specific audience of traditional ABC permit users, emphasizing the convenience and comprehensive nature of the MyTN app as a centralized hub for permit-related activities.
The client’s primary goal was to efficiently reach targeted audiences and promote the benefits of upgrading to the digital platform.
The MyTN app, designed with a user-friendly interface, became the centralized hub for all resources and services. An improved user-experience, the convenience of permits being readily accessible from anywhere and a wealth of other rich, useful functionality were all strong messaging and selling points to potential users of the app.
Initially, thorough audience research was conducted, specifically around the targeting age groups. Findings revealed that the 18-45 age group, comprising college students, bartenders, cocktail service professionals, tech users and auto owners, constituted the most relevant audience. To effectively engage this demographic, two distinct campaigns were devised: one tailored for ABC license permit users and another aimed at business owners, new Tennessee residents, and restaurant proprietors. The promotional efforts incorporated a mix of static images and video explainer creatives, emphasizing the advantages of upgrading or downloading the MyTN app to transition to paperless permits.
Leveraging a diverse range of channels, including Meta, X, Google Play, Google Search, YouTube, Programmatic Display and Native, we successfully disseminated the message, reaching our target audience and fostering awareness of the digital solutions provided by the MyTN app.
Results
In 2023, our ads on Meta, Twitter, Google and Programmatic yielded impressive results. Our paid media campaigns led to 77,423 new downloads of the MyTN App for the first time across both Apple and Android devices. The app also experienced substantial user engagement, with over 2 million visitors and 90,000 new interactions. In addition, the mytn.gov website attracted an additional 1.5 million unique visitors.
The Meta campaign in 2023 showcased exceptional performance, generating a total of 114.86K clicks from 5,150,391 impressions. The campaign reached a wide audience, engaging 854,108 people with an average frequency of 6.03 times per person. Key engagement metrics include a CTR of 2.23% and a CPC of $0.40, both surpassing the consumer services Meta benchmark of 0.62% and $0.63, respectively.
We showcased a dynamic and successful presence on Twitter, with tailored campaigns for Apple and Android users, as well as a robust Website Conversion initiative. The Apple App Install campaign drove 7,072,814 impressions, 13,569 app clicks and $0.40 CPC. Higher impressions and app clicks showcased the success of the campaign in driving engagement for Apple users. The Android App Install campaign drove 3,519,524 impressions, 6,195 app clicks and $0.88 CPC. While impressions were lower than the Apple campaign, the Android campaign demonstrated a lower CPC, indicating cost-effectiveness in user acquisition.
Our Google paid campaign delivered impressive results across various initiatives. The App Promotion campaign achieved outstanding performance, with high impressions of 4,284,532, plus 76,637 clicks and 25.58K conversions. The ABC Search campaign faced initial challenges due to content restrictions. Despite this, it generated 293,283 impressions, 9,248 clicks and 3,200 conversions. The ABC YouTube campaign generated 1,570,365 impressions, 23,742 clicks and 1,927 conversions, with a 1.51% CTR and the highest video completion rate at 13.53%. The ABC search campaign had the highest conversion rate at 34.54%, while YouTube had a lower CPC at $0.10.
The standout performer in this campaign was Meta, generating the highest volume of traffic and downloads. Google (via Search, App and YouTube) and X also contributed significantly. Overall, our campaign helped move the needle significantly in app downloads, expanded coverage statewide of app users and return app visits.
After several months of promotion, the MyTN app won an award from the National Association of State Chief Information Officers (NASICO) for Digital Services: Government to Citizen Award.
