Case Study

Challenge / Objective

Talk360, a mobile telecoms app, set out to connect diaspora and expat communities by offering low-cost international calling. The challenge was to differentiate in a crowded telecoms app market while scaling customer acquisition across diverse geographies — from Africa to Europe to Asia — on a lean marketing budget.

Workstreams

• Market Segmentation & Positioning

  • Identified and targeted key diaspora communities most likely to use the service.

  • Tailored messaging around affordability, reliability, and cultural connection.

• Digital Growth Campaigns

  • Launched multilingual digital campaigns across social and search to reach communities in multiple countries.

  • Partnered with diaspora influencers and community groups to amplify trust and adoption.

• App Store & Conversion Optimization

  • Improved app store presence with stronger descriptions, localized keywords, and user testimonials.

  • Streamlined onboarding to reduce friction at download and first-call stages.

• Partnership Development

  • Explored telecom partnerships to extend reach and credibility in local markets.

  • Collaborated with payment providers to enable easier in-app top-ups globally.

Results

• Grew user acquisition significantly across diaspora markets, increasing adoption in Africa, Europe, and Asia.

• Strengthened brand reputation in highly competitive telecoms app space.

• Improved conversion rates from app store visits to active users through optimization and localization.

Bottom Line

By focusing on diaspora communities and combining digital growth marketing with app store optimization, Talk360 successfully expanded its user base internationally. The role gave me deep experience in scaling app-driven business models and reaching global customers through culturally sensitive, data-driven campaigns.