Privacy hook drives buzz for social app

Anomo is a location-based free social app that allows users to create anonymous avatars to connect with people around them, and then control how much information they reveal about themselves as a relationship progresses.

Client: Anomo (Bellevue, WA)
Agency: PMBC Group (Beverly Hills, CA)
Campaign: Anomo launch
Duration: October 15, 2013 – December 2013
Budget: about $30,000

Anomo is a location-based free social app that allows users to create anonymous avatars to connect with people around them, and then control how much information they reveal about themselves as a relationship progresses.

The app was soft-launched last June. It officially launched to the public in September, and PMBC Group was hired as AOR the following month to drive awareness and downloads.

"We want to raise awareness among consumers," says cofounder James Sun. "The app is a user-generated social model so we need consumers ages 16 to 25 using it. We also want to raise awareness and get mindshare in the tech investment community so there’s legitimacy when investors do due diligence."

Strategy
Media and blogger relations, Anomo’s website, and some social media outreach drove messaging.

"We promoted all aspects of the app and positioned James as an expert on various trending news topics, including launching a startup and privacy," says Lisa Inouye, senior account manager at the agency.

Tactics
Business, tech, general consumer, and consumer lifestyle traditional media outlets and blogs were pitched. Angles included social networking, dating, cyber bullying, and how using avatars can allow people to engage socially without anxiety.

"We also leveraged James’ strong business background and the fact that he was the first Asian-American on The Apprentice when pitching national and local Seattle business stories," Inouye says.

A video that describes the app and its benefits was pitched to journalists and bloggers and posted on Anomo.com and its Facebook page.

Media coverage and other updates were posted to Facebook.

Results
The app jumped from 30,000 downloads prior to the campaign to 70,000 downloads by December, and Sun says active users increased by 500% each month between October and December.

"We also got a lot of interest from investors, but we’re intentionally waiting to close a new round of funding so we can continue to drive valuation up through PR," Sun adds.

Fifty-three earned placements ran in outlets such as Mashable, Fast Company, The Examiner.com, Metro UK, Startup Beat, and US Daily Review.

Sun is very pleased with the campaign, noting results exceeded his expectations on all fronts.

Future
The agency continues to pitch stories to journalists and bloggers around related trending news, such as a Princeton study published in January that concludes Facebook will lose 80% of its peak user base between 2015 and 2017.

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