Bound Round: Increasing downloads of an app by kids, for kids

CHALLENGE: To secure media coverage for Bound Round – an interactive travel content platform designed ‘by kids, for kids’ – which would attract new users and increase app download rates in the lead up to Christmas.

With many publications having already locked in their content ahead of the festive season, a key challenge was to secure high-value and wide-reaching coverage which would go live during the holiday period.

STRATEGY: Kite conducted its media outreach at the beginning of the project to generate newsworthy angles in advance of the Christmas season, using the remainder of the project period to follow up and bed down content. To drive conversion and reach a broad audience, we targeted online publications to make the most of syndications and clicks to the website and iTunes.

IMPACT: The overall coverage achieved included more than 500 media articles, which resulted in over 121 million impressions. Downloads of the Bound Round app from the App Store spiked following the coverage appearing, which ensured we reached the business’s overall goals.