Sideline Case Study
About Sideline
Owned by established communication app developer Pinger, Sideline is a mobile app that gives you a second phone number on your existing smartphone.
Project Overview
Toby was hired initially by Pinger as a consultant to interim manage the marketing team that supported the growth of its portfolio of communication apps. While there, the company was developing the idea of Sideline and he became responsible for the brand GTM strategy of this new app, starting with the name, brand identity, app store launches, website development, messaging and pricing strategy.
He launched the brand in 2016 with a multi-channel media strategy including TV, radio, OOH, paid social, YouTube and paid search. Such a substantial media investment required that we had robust measurement tools in place to track performance of each channel. In addition to using an MMP he launched some match market testing to understand the impact of the brand focused investment (TV and OOH).
Results
Sideline reached over a million downloads within 3 months
Reached the top 20 free business apps in the Apple App Store (revenue was from in-app purchases)
The app and brand is still going strong today
Sideline Launch - campaign creative
