Client: mynder
Agency: Bound By Story
Role: Art Director / Digital Designer / Animator + Editor
Mynder is the working parents best friend. An on-demand baby sitting app that helps parents find trained, qualified and quality mynders. The app also allows mynders to register and go through an in-depth screening to become official mynder sitters.
Mynder was part of a Growth Partnership at Bound By Story which meant I would be heavily involved in the app and its communication. The idea of our Growth Partnership was to implement an analytical, inexpensive, creative and innovative mindset, methods and deliverables.
We started our journey together by gaining a deeper understanding of the brand, app and it’s purpose. This helped shape our path to animating and developing an App Explainer video.
I started by highlighting what the key differentiating points of the app was to its competitors and used this as our core message in the video/animation. I also introduced high resolution screen recordings, icons and music to help craft a compelling story.
This animation was used as a key asset for our brand awareness campaign across YouTube, Google Play Store, Facebook and Instagram. I also created a condensed 15 second version.
Photo and video content was an important component to the Growth Strategy, as we had to share mynders brand story across multiple platforms.
Another important component to mynder were mynders (sitters) themselves. I helped direct and shoot short, 15 second videos that told the story of 2, young, independent women who used mynders platform. Mynder helped them both live a certain lifestyle in-which they were in control of their own time. The 2x videos where extremely successful, helping mynder expand into Canberra and Melbourne as we could find more sitters interested in using the app.
As mynder grew, the more we focused on improving the apps user experience. Everything from the in-app store experience right through to the sign up and registration on the app.
I helped release a series of new designs across the iOS App Store & Google Play Store. I also designed new, clean and clear app intro screens to help with the sign up and registration user journey/experience.
Mynders growth was attributed to our consistent evaluation and agile methods of social media advertising.
I helped generate and collect user research from multiple personas of working parents. With endless amounts of insights we crafted meaningful animated and static assets that would generate 100’s off downloads over a 4 - 5 months period.
Some of the more “stand out” assets are previewed below; This included animated “text message” conversations between parents discussing who was going to look after the kids as their plans changed through out the day. Also, simple static photo ads that helped “humanise” mynders sitters and introduced the long-term nanny product offering to mynders services.
Across the board, we were able to achieve:
Cost Per Downloads (CPD) under $0.92c
Reach of over 880,000
Increase daily active app users by 92%
Generated over 11% revenue growth month-on-month
