Esports, Entertainment
Driving Awareness, Engagement, and 10,000+ App Downloads Through an Innovative Social Media Campaign in Dhaka
WaterAid Public Toilet App
Background
WaterAid Bangladesh created the Public Toilet App to solve a common problem faced by Dhaka’s citizens—finding clean and accessible public toilets. The app helps users locate the nearest toilets, complete with details on available amenities. But despite its potential, the app wasn’t gaining traction, with only a few hundred downloads. WaterAid needed a boost in awareness and user engagement, so they turned to WebAble Digital to help drive app downloads and make the app a go-to solution for everyday commuters.
Objective
When WaterAid approached us, the Public Toilet App was struggling to get noticed. With fewer than 500 downloads, the goal was clear:
- Raise awareness about the app.
- Increase app downloads to 10,000+.
- Drive consistent in-app engagement to make it a useful tool for everyone searching for a clean toilet.
Core Idea
The key to the campaign was making the app relatable to Dhaka’s daily commuters. We identified common challenges like finding a toilet when you’re out and about, especially for families or women who may need extra facilities for menstrual health. We focused on how the Public Toilet App could solve those problems and make people’s daily lives easier.
Our campaign used real-life problems and turned them into an opportunity to showcase how the app worked. We created content that highlighted the benefits of using the app, especially for those who were often looking for a safe, clean toilet. Plus, we encouraged people to contribute by uploading nearby public toilets to the app to improve its usefulness for everyone.
- We started with static posts that introduced the app and explained how it could help solve common problems like finding clean, hygienic toilets. The content highlighted key issues—like the need for safe toilets for children and menstrual health—and showed how the app was the solution.
- Next, we switched to dynamic content to create conversations. We encouraged people to download the app and start using it. We also invited users to help us by uploading the locations of clean, hygienic toilets around the city, which would improve the app for everyone.
- We launched targeted ads that led directly to the Google Play Store, prompting people to download the app. Our ads clearly showed how easy it was to use and how it could improve daily life in Dhaka.
- To keep users engaged, we reminded them to keep using the app and encouraged them to register new toilet locations. To sweeten the deal, we partnered with Robi for a co-branding campaign, offering free 2GB internet data for every toilet location a user uploaded to the app.
The campaign exceeded expectations and turned the Public Toilet App into a must-have tool for Dhaka’s commuters. By using real-life problems and creating engaging, informative content, we were able to raise awareness, drive downloads, and keep users engaged. The partnership with Robi gave the campaign an extra boost by incentivizing users to upload toilet locations, making the app even more valuable to everyone.
Our approach helped WaterAid Bangladesh connect with the community, making a tangible impact on people’s daily lives and improving access to essential hygiene facilities.