The ‘Viral App Downloads’ Campaign

Grad DNA X PMYB Influencer Marketing Case Study

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Who is Grad DNA?

Grad DNA is a mobile app that helps students and graduates find graduate jobs. Job seekers take psychometric tests directly on the app and get matched with suitable jobs based on the score they achieve. Employers also offer app users jobs based on their performance on the app. The app is available on iOS and Android.

Grad DNA’s Campaign Objective

Grad DNA wanted to increase the awareness and virality of their app using influencers. They set us a target of achieving 2-3k app downloads (which we exceeded in style).

Target Market

20-25 year old students and graduates in the UK.

PMYB’s Solution

We delivered Grad DNA a fully-executed campaign on multiple platforms using a range of different types of influencers.

To really drive publicity for the app, we crafted a powerful viral video that gained over 3 million video views. As a result, a mass amount of downloads were achieved. Alike our campaign for The Meat Man we delivered high levels of raised awareness.

We utilised various techniques to impact the target market, including 500+ UK student micro-influencers, 23 Influencers and community pages. Everybody dreams of the perfect campaign. Let’s create and execute a viral concept that raises the awareness of your brand. Get in touch here today!


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We obliterated the KPI targets set by Grad DNA and created a surge in app downloads from the target market!

Total Impressions

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