MiPLOY
MiPLOY is a simple app that solves a clear and present challenge; connecting Hispanic blue collar workers to contractors looking to hire skilled tradespeople. If you're thinking, "Why didn't I think of that!?" that's exactly how we felt when we found out about what the team at MiPLOY were doing.
With over 8,000 app downloads in the first six months, the brand was already growing fast when they came to us for support with their social media content strategy.
WHAT WE DID
CHARACTER DEVELOPMENT
MiPLOY's existing content was getting a little repetitive, so rather than create more promotional content, we went in the direction of narrative-driven mini-stories, focused on recurring characters the target audience would relate to. Like Mateo the frustrated contractor (pictured), who used to deal with sick days, no-shows, and missed deadlines, before he discovered MiPLOY.
MULTI-VARIANT TESTING
One of the benefits of AI-generated content is that it's very easy to generate the same video in different languages. Once we had our first selection of videos for Mateo, we were able to test English vs. Spanish, as well as testing different value propositions.
The data spoke to us loud and clear. MiPLOY's target audience preferred content to be presented in Spanish and resonated with the message that finding local workers at the last minute was now easier and less risky.
Mission one accomplished.
ORGANIC POST DIVERSIFICATION
As well as creating narrative-driven video content for paid ads, we wanted to expand MiPLOY's online presence with fun videos created for organic posts.
The Hispanic blue collar community has a specific sense of humor that we were able to tap into, thanks to regular communication with the team at MiPLOY and a lot of deep research into the culture and communities MiPLOY serves. Did we laugh out loud at some of our own work? Yes we did.
We're also proud to be creating the kind of content that is genuinely useful for the Hispanic blue collar community.
THE RESULTS
MORE DOWNLOADS
MiPLOY came to us with the ambitious but absolutely attainable goal of reaching 2,000 app downloads per month.
Throughout the second half of last year, they were averaging 600-700 downloads, with approximately 93% of all downloads coming from one high-performing ad on Meta.
After 4 months of testing and iterating, MiPLOY is now the proud owner of 2 ad campaigns, each with 4 ads running simultaneously.
App downloads have reached a little over 1,400 per month and are increasing steadily.
MORE CLARITY
The MiPLOY app serves two distinct target audiences: workers and contractors.
When MiPLOY came to us with a single high-performing ad, they were unclear on their CAC for contractors vs. workers because their ad targeted both.
After 4 months of creating and running contractor-specific ads alongside worker-specific ads, the delta in the CAC associated with workers and contractors is clear.
With this information, MiPLOY can now better assign their marketing dollars, based on their desired contractor-to-worker ratio inside the app.
MORE ENGAGEMENT
Perhaps the biggest challenge MiPLOY faced before partnering with ZeroShot was creating varied organic content.
After an initial burst of UGC-style content that performed relatively well, MiPLOY received feedback that their content was repetitive and people were skipping past it.
Having created and shared a more diverse range of organic content, we're happy to see engagement on Facebook and Instagram is steadily on the rise.
Next stop: We're currently building a YouTube Shorts-First campaign to reach an even larger audience.
ESTEBAN HERNANDEZ — FOUNDER, MiPLOY
"I created MiPLOY as someone who understood the frustrations of trying to find work as a blue-collar service provider. What I didn't know much about at all was how to market the app.
Working with ZeroShot has given my team a lot of data about our app users, how to speak to them to keep them engaged, and even the different costs of acquiring different types of app users.
We feel more ready to expand now, with a deeper understanding of why our app is so popular and how we can continue to scale."