Campaign details

Brand: Radiant
Lead Agency: Moburst
Region: North America

Objective

In 2019, Radiant set out on a bold mission: To create a new social app that opens the door to a secure environment for family conversation, free from interruptions like paid ads and crazy political rants. A platform where a clean joke, fun video, or warm memory can be shared among family privately, and without pretense.

The strategic challenges were multi-faceted; in addition to competing for attention against other social media platforms, Radiant also started the process without knowing the best way to make inroads within the family structure. Does the process start by engaging parents, and having them share the app with their kids, or does the key to app growth lie within the children themselves? And once the determination of who to target is made, how do we target that group with creative that maximizes both conversion and in-app engagement?