Product launch campaign for mobile app Robokiller

Robokiller is an award-winning mobile app that blocks unwanted calls and texts.

In 2023, Robokiller expanded to offer personal data protection. We launched a 360° campaign in support of the feature’s release.

My role: Campaign strategy, copywriting, copy editing, content design, design review, project management

Robokiller’s personal data protection service empowers people to remove their sensitive information from data broker websites that scammers frequent. The feature marked an expansion for Robokiller beyond its traditional call and text blocking offerings.
On a tight turnaround, the Creative Department was tasked with delivering a 360º campaign incorporating content, PR, motion, and static elements. The goal was to position the brand in a different way — as a digital security suite rather than solely a spam blocker.
The campaign generated over 30,000 installs in 15 weeks with a 25% conversion rate. Robokiller’s LTV spiked by more than 50% in the process. Big picture, we successfully positioned Robokiller as a must-have service for anyone looking to protect their identity online.

Web content

We built a landing page to introduce Robokiller’s personal data protection service, detail how it works, and — ultimately — drive conversions. We modeled the information, CTAs, social proof, and various elements on the page after best practices we had established in previous projects across the Mosaic portfolio. All ads (e.g., Google search ads) directed users here.

We also published a blog to detail the reasons why sensitive data is so readily available to scammers online, as well as inform them how to best mitigate their risk. We positioned Robokiller’s personal data protection as an essential line of defense against identity theft and other online threats.

Press release

We sent out a press release to announce the new feature to the media. We wanted to convey that Robokiller is more than an app that blocks 99% of spam calls and texts — it’s a full-scale mobile security suite built to protect innocent people from scammers.