Faith Comes By Hearing is an international audio Bible recording company based out of Albuquerque, New Mexico, United States. Bible/is is their flagship app.
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.
Target Audience
Age: 18–55 (focus on tech-savvy believers)
Location: High-density areas of Christians in – Kerala (especially Kottayam, Ernakulam, Thiruvananthapuram), Tamil Nadu (Chennai, Kanyakumari, Madurai, Thoothukudi), Andhra Pradesh & Telangana (Hyderabad, Guntur, Vijayawada), Karnataka (Bangalore, Mangalore, Udupi)
Psychographics: Regular churchgoers, Already use spiritual or Bible-related media, Interested in Christian music, sermons, prayer apps, and daily devotionals, Likely to follow pastors, gospel singers, or faith-based influencers.
Behavioral: People who have downloaded similar apps like YouVersion, Daily Bible, Christian Radio, etc.
Objectives
- Do a detailed targeting and segmenting of the potential target groups.
- Enable app downloads and engagement to find a good Cost Per Acquisition for the brand to plan their future ad spends in India.
The Work
Segmenting and Targeting
Multiple segments were created from the target audience. From the results of the test campaigns, it was found that people on the younger side living in urban and suburban areas were more open to download and use tBible.is app.
Design and Copy
Various forms of ad messages were created and split tested with to arrive at the best possible ad-copy and visuals combination.
App Download Adverts
App download ads were run on Facebook, Instagram, and Facebook Partner Networks. The ideal Cost Per Click & Cost per Acquisition were calculated from the test budget. A roadmap was provided to the client to plan their future ad spends in India.
Campaign Results
Select Campaign - Carousel Ad
Select Campaign - Facebook Mobile Ad
Select Campaign - Instagram Ad
Select Campaign - Placement Network Ad
