Content strategy | MyBallance App Launch
Project date: May 2017
Using real, honest stories to launch a whizz-bang new app
Ballance Agri-Nutrients were launching a new omni-channel digital platform called 'MyBallance' which would transform their business in a myriad of ways. We were tasked with the launch and on-boarding strategy for their farmer customers and shareholders.
Our launch strategy
Our recommendation was to put video content at the heart of the launch campaign, and apply elements of human-centred design throughout the production process. We would use the beta-testing period for the MyBallance app to create documentary-style pieces that would bring to life genuine insights about how useful the app was to farmers, and reveal the ways they used it out and about in their daily lives. For a rural audience who appreciate honesty and straight-forwardness far more than flashy advertising, this approach would ring true.
Here is one of the launch and on-boarding strategy presentations to help the client to understand the approach, user-journey and content creation processes.