The Client

Faith Comes By Hearing is an international audio Bible recording company based out of Albuquerque, New Mexico, United States. It is run by a not-for-profit organization and has audio Bibles available in over 920 languages, mostly the New Testament. Bible.is is one of their flagships apps which provides an audio version of The Bible in the form of a free smartphone app.

The Brief

TARGET AUDIENCE: Upwardly mobile demographics of Bangalore based out of upmarket areas. Annual income to be roughly at the north of 8-10L per annum and who have a good disposable income.

OBJECTIVE: To generate both marketing-qualified and sales qualified leads from social media adverts by offering them a free trial class.

The Work

Segmenting and Targeting: A custom audience was created for Bangalore after researching the cultural and religious affinities of the young people of Bangalore who are not Christians. It was found that on social media when it comes to the urban youth, it was the slightly privileged, socially aware, people who are exposed to western modern pop culture, and politically not inclined are more open to other forms of faith.

Design: Various forms of ad messages were created and split tested with to arrive at the best possible ad-copy and visuals combination.

Digital Adverts: App download ads were run on Facebook, Instagram, and Facebook Partner Networks.

Campaign Results