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Citizen is an app that gives users access to real-time 911 alerts, instant help from crisis responders, and safety tracking for friends and families. It also enables users to interact with their community, following updates about ongoing incidents, broadcasting live video, and enaging in comment sections.

Transforming UGC content into hyper-local ads for success

Daily Paid Trials MoM Increase:


Total Daily Trials MoM Increase:


Paid Cost per Trial Decrease:


What was the main challenge?

Paid channels were driving profitable new user growth for Citizen but contributed to only 6-7% of total growth during H1 of 2022. There was a need for expansion to push overall growth to new heights. The bottom line goal was to acquire as many new users as possible through paid channels who would then monetize by subscribing Citizen’s Premium service.

How did we manage to overcome it?

Citizen partnered with Twigeo to turn their user-generated content into hyper-local ads and push them out across social channels. Twigeo challenged the best-practice of broad targeting and proved that highly relevant creative performs better when geo-targeted to the right audiences.

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