Tun is a web app that guides users through the Armenian alphabet with a series of easy-to-follow lessons and entertaining games that will have you learning to speak, read and write in no time.

We built the brand.

At its core, the Tun app is about promoting cultural closeness and reconnecting diasporic Armenians with their homeland. We designed the brand using the colours of the Armenian flag, clean user-centric design, and elements of gamification to reinforce the brand’s purpose and promote learning.

We found their tribe.

An important part of Tun’s go-to-market strategy was to build an audience of potential customers, while the app was still in development. That way, we’d have a captivated tribe of people who knew, loved and believed in the brand as soon as it was released, rather than starting from zero on launch day.

In the first 30 days, we built Tun’s social media following to more than 600 followers, with no advertising or influencer spend. We encouraged social sharing at a grassroots level, and achieved 53 Instagram Story ‘shares’ in the first 30 days, exposing Tun’s content to a further 105,494 users beyond its immediate network.

We engaged followers with interactive quiz content, encouraging them to test their language skills and further reinforce the brand value and positioning. And, we cultivated relationships with Tun’s following, engaging directly and receiving 26 individual pieces of unsolicited praise from the audience we built, in the first 30 days.

Within 6 months, the brand grew to 12,000+ Instagram followers from organic content, and students in 19 countries.

We commercialised the business.

To address the need to fund development costs pre-launch, we built a promotional website for the app, adding a PayPal payment integration that could accept donations for $10, $20, $50 and other. We also designed a complementary physical product range including flash cards, memory games and magnetic fridge whiteboards that users can use to trace the letters of the Armenian language to practice their writing skills. We received $500 worth of donations from individuals in the first 30 days, and many other donation pledges.

The Tun app is dedicated to the 6 million + Armenians living in diasporic communities worldwide, who are committed to retaining and rebuilding their culture since their homeland was devastated and 1.5 million Armenians were killed in the Armenian Genocide in 1915.

What we did:

• App design
• Product design 
• Animated promotional video
• Social media content creation
• Social media influencer outreach 
• Web design and development 
• Overall marketing strategy 

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