WOLF – Case Study

Opportunity/Challenge

They had not actively marketed the app for years. The management team now saw an opportunity for growth. They did not have an in-house marketing team, as the previous team had left the business. However, they had a remote support team based in Jordan.

When we were first engaged, the company had just undergone a rebrand from Palringo to WOLF. Palringo had poor associations in-market because of issues with spam.

The brief was to create a strategy and scale marketing in an overseas market with a limited budget and insight into that market.

The Scope

As part of the engagement, we provided training and coaching for WOLF's in-house teams as well as developing SOPs and processes for them to deliver elements of the marketing programme.

Polything worked with the in-house team to develop clear segmentation, messaging and brand proposition based on user insights and delivered acquisition campaigns until the in-house team gained enough confidence to take over campaign management.

• We developed an RFP for WOLF's first corporate site, and selected appropriate vendors to work with. However, in the end, Polything designed and built their first site together with copy, visuals and video assets.
• Polything was also responsible for campaign and cost management across the programme, as well as building LTV models and helping their data team create more robust reporting across the business.
• We worked with various in-market consultants and agencies to get more market intelligence and develop strategies and tactics based on these insights.
• Polything worked with in-house teams to create a plan to scale marketing beyond the KSA core market, initially to the GCC, then to the Lavant, and finally the rest of the Arabic Diaspora. This included a user forecasting model.
• We delivered Brand development work across corporate, web, social and in-app channels.
• Polything provided creative development services to assist WOLFs transition into a metaverse-focused application.
• We worked with the Founder to translate the product roadmap into actionable creative production and marketing projects.
• Polything also ran an RFP to appoint an in-market agency in Saudi Arabia, to double down on the progress that had been made and further develop messaging for the GCC.
• We project-managed larger creative production jobs, including music videos and influencer marketing activity, as well as creating campaign lockups and supporting assets.