MYLO AI Virtual Lifeguard

Situation

MYLO Virtual Lifeguard by Coral Smart Pools offers an AI powered system to prevent drowning in swimming pools and save lives. MYLO was created after the team saw a need for a more effective and efficient drowning prevention system in non-commercial swimming pools. Coral Smart Pools hired The LaunchPad Agency to launch their product into the market, increase awareness of the new technology, and generate sales through digital marketing efforts. Our team developed a comprehensive digital marketing strategy designed to exceed company sales goals.

Product Content Strategy

The strategy for Mylo focused on promoting safety and advanced AI technology. The product messaging highlighted Mylo as a personal lifeguard, providing real-time safety assistance, instilling confidence in water activities, and offering peace of mind to users and their loved ones. 

Our team then developed engaging ad content, such as video ads showcasing Mylo’s life saving technology and image ads depicting secure water activities designed to attract the target audiences. Based on the new product messaging, our creative team designed, copywrote and built a highly optimized custom branded landing page that would be the digital hub for the campaign launch.

The content strategy also utilized customer testimonials from early adopters to enhance trust and credibility. Strategic social advertising, through targeted ads, influencer collaborations, and user-generated content, effectively reached and engaged the target audience, amplifying the product’s reach and establishing its credibility in the market.

Execution and Tactics

Our advertising strategy can be broken down as follows:

Audience Targeting: We conducted thorough research and analysis to identify the ideal target audience. By leveraging advanced targeting options available on Facebook and Instagram, we precisely targeted pool owners, families, and high-income earners, ensuring our ads reached the most relevant potential customers.

Campaign Optimization: We continuously monitored and optimized the campaign by closely analyzing the performance metrics such as click-through rates, engagement rates, and conversion rates. By identifying underperforming segments, we refined our targeting strategy, reallocating budget to the most effective ad sets and demographics.

Creative Testing: To determine the best creative approach, we conducted rigorous A/B testing of various ad formats, including images and videos. By analyzing the performance of different creatives, we were able to identify the most compelling visuals and messaging that resonated with the target audience, resulting in higher engagement and conversions.

By employing a highly targeted approach, optimizing campaign performance, and conducting creative testing, we successfully generated a 17 ROAS through Facebook and Instagram ads for the pool product.

The campaign not only reached the desired audience but also captured their attention, leading to increased website conversions and revenue. Our data-driven approach and continuous optimization efforts played a crucial role in achieving the desired results and maximizing the effectiveness of the paid advertising strategy.

Results

The digital marketing strategy delivered impressive results for MYLO. The overall campaign to date has generated a 6.2x return on ad spend (ROAS), with the best performing ad set reaching a 16x ROAS, meaning that for every dollar spent on advertising, the company earned $16 in revenue. The social media advertising campaigns generated a 2.39% CTR and $0.74 CPC with a 9% conversion rate from user sessions and 31% add-to-cart purchase rate.

Our team’s strategic and data focused approach to product marketing helped Coral Smart Pools generate sales, grow customer leads and increase awareness of their product. And the targeted social media and PPC campaign was able to deliver an impressive ROI with a high conversion rate. 

As a result, the company’s commitment to innovative technology and effective digital marketing strategies has positioned it for continued and long-term success in the market.