North Dakota Department of Health & Human Services
Raise awareness of the ND Tip program among youth and their parents in order to increase app downloads and tips submitted.
KAT partnered with the North Dakota Department of Health and Human Services’ ND Tip program to promote its anonymous tip app, which helps youth and parents report underage drinking and related issues to local sheriff’s departments.
Our partnership drove success, boosting both app downloads and tip submissions through strategic marketing and outreach efforts!
Recognizing the distinct motivators driving parents and teens to download the app, KAT developed tailored messaging strategies for each audience. KAT then designed a multi-platform campaign utilizing advanced audience segmentation strategies to ensure message delivery to the appropriate demographics. Creative assets developed by KAT included 6 videos, radio and TV PSA’s, and a marketing toolkit to encourage stakeholder engagement.
KAT’s innovative approach to audience segmentation resulted in notable campaign metrics that exceeded industry benchmarks for both view-through and click-through rates. Not only did our client report an increase in app downloads during the campaign period, but the increases continued in the months following the campaign. In the 8 months following the campaign, the program reported an additional 30% increase in app downloads and 53% increase in tip submissions.