To begin, we aimed to gain a userbase via WeWork location promotions, as DigiGround has a strong connection with the WeWork community. The client was looking to market the app globally, starting with Australia first. To begin DigiGround’s promotion of the app, we decided to target each of the WeWork shared office locations, starting with their Sydney Pyrmont location, the largest location, which had approximately 1,900 people (just over 400 businesses) in it. Following this, DigiGround would be promote to the WeWork members at the George St and Martin Place city locations, followed by Melbourne.
The members of these locations were typically employees or owners of start-up businesses to SMBs. They were a mixture of ages from Millennials to Generation X. We identified them as early adopters who were most likely to try something new, and if they like it, most likely to refer it to their peers.
We would be encouraging the WeWork members to download and sign up for the app in exchange for a treat. The idea was to offer an ice-cream in exchange for a youchamp signup. We would be looking for support by way of branded freezer hire or ice-cream cart and ice-creams. We decided that this would be an excellent cross-promotion opportunity for an ice-cream vender, such as Streets or Pure Gelato, to gain exposure to potentially 5,000 plus members across WeWork locations.