---
test: test-marketing
label: Marketing Campaign
domain: Marketing
runtime: 88s
method: OpenClaw sessions_spawn
model: claude-opus-4-6
---



# Multi-Channel Product Launch Campaign Plan
## AI-Powered Budgeting App — Gen Z (18-25)

---

## 1. Target Persona

**Name:** "Broke-But-Ambitious Bri"
- **Age:** 21
- **Status:** College senior or recent grad, first "real" job or side hustle income
- **Income:** $25K–$45K/year (entry-level or gig economy)
- **Pain points:** Overwhelmed by subscriptions she forgot about, no idea where her money goes, feels guilty about spending but doesn't know how to budget, thinks budgeting apps are "for old people"
- **Behavior:** 4+ hours/day on TikTok & Instagram, pays with Apple Pay, splits costs on Venmo/Cash App, gets financial info from influencers not banks
- **Motivator:** Wants to feel in control without sacrificing fun — "soft saving" over hardcore frugality
- **Objection:** "I don't make enough to budget" / "Budgeting is restrictive and boring"

---

## 2. Messaging Pillars

| Pillar | Core Message | Emotional Hook |
|---|---|---|
| **1. Anti-Budget Budget** | "It's not a budget. It's your money finally making sense." | Relief — removes shame and complexity |
| **2. AI Does the Work** | "You spend. It learns. No spreadsheets. No guilt trips." | Effortlessness — zero setup friction |
| **3. Main Character Money** | "Stop being a side character in your own finances." | Empowerment — identity and aspiration |
| **4. Social Proof** | "87% of users found $200+/month they didn't know they were losing." | Trust — data-backed credibility |

---

## 3. Channel Strategy

### TikTok (Primary — Awareness & Virality)
- **Role:** Top-of-funnel awareness, viral loops
- **Content mix:** 60% creator/influencer UGC, 25% brand-made skits, 15% Spark Ads boosting organic winners
- **Posting cadence:** 2x/day (14 posts in Week 1)
- **Formats:** "Money confessions" duets, "I checked my subscriptions and..." reaction videos, POV skits, green screen breakdowns
- **Influencer tier:** 4 mid-tier creators (100K–500K followers) + 10 micro-creators (10K–50K) seeded with free access

### Instagram (Secondary — Credibility & Conversion)
- **Role:** Mid-funnel trust-building, retargeting, app store clicks
- **Content mix:** 40% Reels (repurposed TikTok), 30% carousel guides, 20% Stories (polls/CTAs), 10% static posts
- **Posting cadence:** 1 Reel + 1 carousel or story/day (10-12 posts in Week 1)
- **Formats:** "Swipe to see where your money actually goes" carousels, before/after savings screenshots, IG Stories with "Link in bio" CTAs

### Twitter/X (Tertiary — Conversation & PR)
- **Role:** Cultural commentary, launch buzz, founder voice, press amplification
- **Content mix:** 50% founder hot takes on money/Gen Z, 30% meme-format posts, 20% product announcements/threads
- **Posting cadence:** 3-5 tweets/day (25-35 posts in Week 1)
- **Formats:** Launch thread, quote-tweets of relatable money tweets, "we built this because..." narrative, engagement bait ("What's the dumbest subscription you forgot to cancel?")

### Email (Support — Retention & Onboarding)
- **Role:** Waitlist conversion, onboarding drip, retention
- **Sequence:** 5-email welcome series over 10 days post-signup
  - Email 1 (Day 0): "You're in. Here's your unfair advantage." — app download CTA
  - Email 2 (Day 1): "3-minute setup, then forget about it" — onboarding walkthrough
  - Email 3 (Day 3): "You're already saving. Here's proof." — personalized insight preview
  - Email 4 (Day 7): "Your first week money recap" — engagement hook
  - Email 5 (Day 10): "Invite a friend, both get Premium free for a month" — referral program
- **Expected list size at launch:** 5,000–8,000 from pre-launch waitlist campaign

---

## 4. Content Calendar — Week 1 (Launch Week)

### Monday (Day 1) — LAUNCH DAY
| Time | Channel | Content | Goal |
|---|---|---|---|
| 6:00 AM | Email | Waitlist "doors open" email blast | Drive first downloads |
| 8:00 AM | Twitter/X | Founder launch thread (10 tweets) — "We spent 18 months building the anti-budget app..." | PR pickup, retweets |
| 9:00 AM | Instagram | Launch Reel (15s product reveal) + Link in Bio update | Awareness |
| 10:00 AM | TikTok | Creator #1 posts "I found $347/month I was wasting" reaction video | Viral awareness |
| 12:00 PM | TikTok | Brand account: "POV: your AI finds 6 subscriptions you forgot about" | Awareness |
| 2:00 PM | Twitter/X | "What's the dumbest thing you're still paying for?" engagement post | Conversation |
| 5:00 PM | Instagram | Stories: 3-slide "how it works" + poll: "Do you know how many subscriptions you have?" | Engagement |
| 7:00 PM | TikTok | Creator #2 posts "money confessions" duet format | Awareness |

### Tuesday (Day 2) — SOCIAL PROOF
| Time | Channel | Content |
|---|---|---|
| 9:00 AM | TikTok | Brand: "Day 1 users already found an avg of $214 in wasted subscriptions" |
| 11:00 AM | Instagram | Carousel: "5 things your bank doesn't want you to know" |
| 1:00 PM | Twitter/X | Screenshot of real user reactions (anonymized), founder commentary |
| 4:00 PM | TikTok | Micro-creator #1 posts authentic first-use reaction |
| 7:00 PM | Instagram | Reel: repurposed top TikTok from Day 1 |

### Wednesday (Day 3) — EDUCATION
| Time | Channel | Content |
|---|---|---|
| 9:00 AM | Instagram | Carousel: "The Latte Math is wrong. Here's what actually drains your money" |
| 11:00 AM | TikTok | Brand: Green screen breakdown of "average Gen Z monthly spend" |
| 2:00 PM | Twitter/X | Thread: "We analyzed 10,000 Gen Z budgets. Here's what we found." (data-driven) |
| 5:00 PM | TikTok | Creator #3 posts |
| 8:00 PM | Email | Onboarding email #2 to Day 1 signups |

### Thursday (Day 4) — UGC WAVE
| Time | Channel | Content |
|---|---|---|
| 9:00 AM | TikTok | Spark Ad boost on best-performing creator content from Mon-Wed |
| 11:00 AM | Instagram | Repost top UGC to Stories with "Thanks for sharing" |
| 1:00 PM | Twitter/X | Meme post: "Me checking my bank account vs. me checking [App Name]" |
| 4:00 PM | TikTok | Micro-creators #2-4 post throughout the day |
| 6:00 PM | Instagram | Reel: "What $5/day actually costs you per year" |

### Friday (Day 5) — FOMO & REFERRAL
| Time | Channel | Content |
|---|---|---|
| 9:00 AM | Email | "Your friend is saving more than you" — referral program launch |
| 10:00 AM | TikTok | Brand: "10,000 people signed up this week. Here's the #1 thing they all found" |
| 12:00 PM | Instagram | Carousel: "How to set up in 90 seconds" (remove friction) |
| 2:00 PM | Twitter/X | Milestone tweet: "[X] downloads in [Y] days. Gen Z is done being broke." |
| 6:00 PM | TikTok | Creator #4 posts weekend-themed "pre-going-out budget check" |

### Saturday–Sunday (Days 6-7) — WEEKEND ENGAGEMENT
| Time | Channel | Content |
|---|---|---|
| 11:00 AM Sat | TikTok | "Weekend spending tracker challenge" — branded hashtag push |
| 2:00 PM Sat | Instagram | Stories: "Weekend spending poll — how much will you spend tonight?" |
| 12:00 PM Sun | TikTok | "Sunday Reset but make it financial" — trending audio mashup |
| 3:00 PM Sun | Twitter/X | "Monday's coming. Your money shouldn't be scared." — lighthearted CTA |
| 5:00 PM Sun | Instagram | Reel: Week 1 recap + "Week 2 is going to be even better" tease |

---

## 5. KPIs by Channel

### TikTok
| Metric | Week 1 Target | Month 1 Target |
|---|---|---|
| Video views (total) | 2M+ | 10M+ |
| Follower growth | 5,000 | 25,000 |
| Avg. engagement rate | 8%+ | 6%+ |
| Click-throughs (bio link) | 15,000 | 60,000 |
| App installs attributed | 3,000 | 12,000 |

### Instagram
| Metric | Week 1 Target | Month 1 Target |
|---|---|---|
| Reel views (total) | 500K | 3M |
| Follower growth | 2,000 | 10,000 |
| Link clicks (bio/stories) | 5,000 | 25,000 |
| App installs attributed | 1,500 | 7,000 |
| Story completion rate | 70%+ | 70%+ |

### Twitter/X
| Metric | Week 1 Target | Month 1 Target |
|---|---|---|
| Impressions | 1M | 5M |
| Follower growth | 1,500 | 8,000 |
| Engagement rate | 4%+ | 3.5%+ |
| Link clicks | 3,000 | 15,000 |
| Press/media pickups | 2-3 | 8-10 |

### Email
| Metric | Week 1 Target | Month 1 Target |
|---|---|---|
| List size | 8,000 | 20,000 |
| Open rate | 45%+ | 38%+ |
| Click-through rate | 12%+ | 10%+ |
| Waitlist → download conversion | 60% | 55% |
| Referral program activations | 500 | 3,000 |

---

## 6. Budget Allocation — $50,000 Total

| Category | Amount | % | Details |
|---|---|---|---|
| **TikTok Paid (Spark Ads + TopView)** | $15,000 | 30% | $8K Spark Ads boosting top UGC, $7K TopView ad on launch day |
| **Influencer Partnerships** | $12,000 | 24% | 4 mid-tier creators @ $2K each ($8K), 10 micro-creators @ $400 each ($4K) |
| **Instagram Paid (Reels Ads + Stories)** | $8,000 | 16% | $5K Reels promotion, $3K Stories retargeting |
| **Twitter/X Paid (Promoted tweets + Trend)** | $4,000 | 8% | $2.5K promoted launch thread, $1.5K promoted engagement posts |
| **Creative Production** | $5,000 | 10% | Video editing, graphic design, copywriting for all channels |
| **Email/Marketing Tech** | $1,500 | 3% | ESP (Loops or Beehiiv), landing page tools, analytics |
| **Referral Program Incentives** | $2,500 | 5% | Premium month giveaways for referrer + referee |
| **Contingency/Optimization** | $2,000 | 4% | Reallocate to best-performing channel mid-campaign |

---

## 7. Expected CAC (Customer Acquisition Cost)

### Projections

| Scenario | Month 1 Downloads | CAC | Assumptions |
|---|---|---|---|
| **Conservative** | 15,000 | $3.33 | Paid channels underperform, organic limited |
| **Base Case** | 25,000 | $2.00 | Solid influencer performance, 1-2 viral hits |
| **Optimistic** | 40,000 | $1.25 | Multiple viral TikToks, strong referral loop, press coverage |

### CAC Breakdown by Channel (Base Case)

| Channel | Spend (Paid + Organic effort) | Installs | CAC |
|---|---|---|---|
| TikTok | $27,000 (paid + influencers) | 12,000 | $2.25 |
| Instagram | $8,000 | 7,000 | $1.14 |
| Twitter/X | $4,000 | 2,000 | $2.00 |
| Email/Referral | $4,000 | 3,000 | $1.33 |
| Creative/Tech/Contingency | $7,000 | (supporting) | — |
| **Blended** | **$50,000** | **25,000** (base) | **$2.00** |

### Benchmarks
- Industry avg CAC for fintech apps (Gen Z): $4–$8
- Target blended CAC: **under $2.50** — achievable due to heavy organic/UGC strategy and low-CPM TikTok inventory for this demographic

---

## 8. Key Risks & Mitigations

| Risk | Mitigation |
|---|---|
| TikTok content doesn't go viral | Contingency budget shifts to Instagram Reels; 14 creator posts provide multiple shots on goal |
| Low app store conversion rate | A/B test app store screenshots and description pre-launch; optimize for "budgeting" + "AI" keywords |
| Email list smaller than expected | Run a TikTok lead gen campaign ($1K from contingency) in pre-launch week |
| Influencer content feels inauthentic | Give creators full creative freedom with loose brief; select creators who genuinely struggle with money |
| Negative sentiment ("another budgeting app") | Lead with "anti-budget" positioning; address objections directly in content |

---

## 9. Success Criteria — Week 1

The launch week is a success if:
- **10,000+ app downloads** in the first 7 days
- **At least 1 TikTok exceeds 500K views**
- **Email waitlist converts at 55%+**
- **Day 7 retention (users who open app again):** 40%+
- **Blended CAC stays under $3.00** for Week 1 (it will decrease as organic compounds)

---

This plan front-loads spend on TikTok and influencers because that's where Gen Z's attention lives and where CAC is lowest. The strategy leans heavily on UGC and creator authenticity over polished brand content — Gen Z can smell an ad from three swipes away. The "anti-budget" positioning is the differentiator: every competitor says "take control of your money." We say "stop stressing about it — let AI handle the boring part."