Adswapper is a US-based brand that brings revolution to the advertising industry. Everywhere you go, someone is trying to serve you ads using ever evolving algorithms and platforms, but what’s it in for you? Not only that consumers are bombarded with ads and promotions that are anything but interesting, their personal information is used as pleased, without any form of reimbursement. AdSwapper is an app which ensures that you get paid for every ad you are presented with. You can control features such as the format of ads, the number of ads of each type, their frequency and subject matter. Think of AdSwapper as a way to either screen against the ads or cash in on them.
Adswapper was already up and running, with a small but growing community of users. The main challenge was to lower the cost-per-install while getting people to directly download the app from the AdSwapper’s website. The company’s business model makes the app unavailable on the AppStore or GooglePlay and therefore getting the cost-per-install down was even more complex. Complexity aside, AdSwapper brings amazing value to the end user, which matters the most at the end of the day.
After the initial research and analysis we came to a conclusion that the audience most engaged in our video consisted primarily of younger millennials and post-millennials, also known as the Generation Z. Young millennials and Generation Z-ers, however, are bombarded daily with hundreds of advertisements, especially on social media, so the right approach to winning their attention was not yet another advertisement. We decided to go with the news format of the video, which was never meant to resonate the undertone of an advertisement. The video showcased Adswapper in an absolutely friendly manner, as if it were a breakthrough in science or technology, the "next best thing". This kind of native social media content flows much more naturally among people and simply calls for sharing and engagement, or in other words - to become viral.