CleanMyMac product launch

Over the last year, my team at MacPaw has been hard at work preparing for the release of a new product — an upgrade to the company’s leading product, CleanMyMac. This was a important moment for the company, as CleanMyMac has been on the market for 16 years and has a highly loyal audience.

My role was to develop a cross-channel communication strategy for social media. I created a comprehensive content plan and collaborated closely with other teams and products to design a communication roadmap for the release day and the month following it. This was our first campaign focused on driving traffic from social media to the website, so tracking and analyzing traffic was also a key part of the task.

I established seamless communication between all MacPaw SMM specialists to ensure synchronized efforts based on the content plan I developed. I oversaw the execution of tasks related to creating social media creatives, including copy and visuals. Additionally, I worked closely with production teams, actively participating in all stages of creating the brand video. Separately, I collaborated with another production team to produce an animated teaser, which was launched a day before the release. And last but not least, I personally created video and photo content for certain types of social media posts.

The results exceeded the pre-set goals for our SMM channels so significantly that we achieved the planned reach even without the budget initially allocated for promotion.

Key results:

Followers: +25%
Organic reach: +3 700%
Engagement rate (ER): +1 300%
Clicks: 15 400
CPM: $1.8

This campaign not only delivered outstanding results but also showcased the power of well-orchestrated social media efforts 🚀