App Launch Campaign
Campaign Strategy & Investment Breakdown
Prepared by The Growth Bully | April 2026
Liquigas is about to become the first energy provider in Malta to launch a consumer-grade mobile app — a major step forward in how you serve and retain your customers.
This isn't just an app launch. It's a credibility milestone for Liquigas — a clear signal to the market that you are investing in digital infrastructure at a level no competitor in the local energy space can match.
An app launch only lands if the market hears about it. Without a dedicated launch campaign, the investment in development sits unseen. A structured 6–week launch push — followed by a sustain phase — converts the build into brand equity, installs, and sustained competitive advantage.
MARKET POSITIONING
First-mover narrative as Malta's most digitally advanced energy provider
Press coverage in trade media and business publications
LinkedIn visibility among corporate decision-makers and procurement leads
Competitive moat — a digital offering competitors will take years to match
CUSTOMER & COMMERCIAL
Customer adoption — active app users from day one of launch
Retargeting audiences built from the first campaign week for sustained remarketing
Reduced cost per acquisition across future campaigns through first-party audience data
Content library of production-quality video & graphics Liquigas can reuse for years
If Liquigas wishes to bring the app's technology partner into a co-funded announcement, the line-item structure on slide 10 makes that split straightforward to propose.
Three phases, one narrative
Weeks 1–2. Teaser content across Meta and LinkedIn. Seed the innovation story. Build curiosity before the reveal.
Weeks 3–6. Full content deployment — spotlight videos, PR graphics, paid push at maximum reach. "Download & Win" activation drives installs.
Month 3 onward. Shift from announcement to authority. Ongoing content, retargeting warm audiences, quarterly filming days for fresh material.
Total launch window: 6 weeks. Sustain phase runs on a minimum 6-month engagement from launch date.
PHASE 1 — ANTICIPATION
2x teaser videos (15–30s) — app UI reveals and behind-the-scenes with the Liquigas team
3x static PR graphics — countdown creative, innovation teasers, "coming soon" assets
LinkedIn thought leadership — ghostwritten article/post series for Liquigas leadership
Targeted media placement across Meta + LinkedIn to seed the narrative
PHASE 2 — LAUNCH
4x Spotlight UGC videos — app walkthrough, Liquigas leadership vision, customer experience piece, feature deep-dive
7x static PR graphics — launch announcement, feature highlights, innovation assets, testimonial cards
Full-budget paid push — high frequency, broad Malta reach across Meta + LinkedIn
"Download & Win" activation* — competition mechanic driving app installs
PHASE 3 — SUSTAIN
2–3 posts per week — organic + paid across Meta and LinkedIn
3x static graphics/month — app updates, user stories, seasonal messaging
Quarterly filming day — interviews, BTS, feature updates, new seasonal creative
Retargeting campaigns — converting the warm audience built in Phase 1 & 2
* "Download & Win" activation subject to legal clearance. If not approved, total adjusts accordingly.
Two tiers, transparent pricing
This campaign is a separate project engagement, independent of the existing Liquigas BAU retainer. All prices exclude VAT.
The full three-phase launch with maximum narrative impact and the widest content library.
A stripped-back launch covering the essentials. Less content, shorter sustain, faster to deploy.
Both options are project engagements, separate from the existing retainer. 50% payable on sign-off, 50% on Phase 2 go-live.
ONE-OFF PRODUCTION
| Campaign landing page | €790 |
| Teaser videos (×2) | €1,200 |
| Spotlight UGC series (×4) | €2,800 |
| Launch PR graphics (×10) | €950 |
| LinkedIn leadership content | €450 |
| "Download & Win" activation* | €650 |
| On-site filming day | €1,100 |
| Total one-off | €7,940 |
* Subject to legal clearance. If not approved, total adjusts to €7,290.
MONTHLY CAMPAIGN MANAGEMENT
| Meta campaign management | €1,500/mo |
| LinkedIn campaign management | €750/mo |
| Content scheduling & community | €600/mo |
| Monthly reporting & strategy | €475/mo |
| Sustain-phase graphics (×3/mo) | €350/mo |
| Quarterly filming day (billed monthly) | €275/mo |
| Total monthly | €3,950/mo |
Minimum engagement: 6 months from launch date.
Ad spend is paid directly to Meta and LinkedIn by Liquigas. Recommended: €2,000–3,000/month during launch phase, €1,000–1,500/month sustain phase. Full transparency — Liquigas retains all account access and data ownership.
ONE-OFF PRODUCTION (ESSENTIAL)
| Campaign landing page | €790 |
| Teaser video (×1) | €650 |
| Launch hero video (×1) | €750 |
| Launch PR graphics (×5) | €550 |
| "Download & Win" (optional add-on)* | +€650 |
| Total one-off | €3,290 |
* Add-on. Without it, Option B one-off is €2,740.
MONTHLY MANAGEMENT (ESSENTIAL)
| Meta campaign management | €1,500/mo |
| Content scheduling & community | €600/mo |
| Monthly reporting | €300/mo |
| Total monthly | €2,400/mo |
Minimum engagement: 3 months from launch date. LinkedIn paid excluded. No sustain graphics or filming days.
If Liquigas wishes to involve the app's technology partner as a co-investor in the announcement campaign, items above can be split by narrative relevance — e.g. spotlight video series and LinkedIn leadership content are natural co-branded assets. Happy to draft a split proposal for that conversation if useful.
Press coverage — trade press mentions positioning Liquigas as a digital innovator. LinkedIn amplification — reshares from industry figures and corporate stakeholders. Case study material — production-quality content Liquigas can reuse for years.
KPI targets apply to Option A. Option B targets scale to roughly 60% of these numbers based on reduced content volume and paid reach.
Campaigns run from Liquigas accounts. Full data ownership retained by Liquigas.
Leadership or team members willing to appear on camera for interviews and feature walkthroughs. We script, direct and produce.
Stephen L. Muscat or delegate for creative approvals and monthly performance reviews.
Deep links for the landing page, plus any logo, colour, or imagery direction Liquigas has in place for the app.
TGB drafts the terms and creative. Liquigas handles regulatory submission. If not cleared, this item is removed from scope.
Launch window: 6 weeks from sign-off to end of Phase 2. Sustain minimum: 6 months (Option A) or 3 months (Option B) from launch date. Liquigas may extend the sustain phase month-to-month at the agreed monthly fee.
Let's launch this.
Reply confirming Option A or Option B, and Phase 1 can be deployed within two weeks of sign-off.
Stephen Ellul — Founder & Managing Director
stephen@thegrowthbully.com.mt | +356 79 799 223
The Growth Bully Ltd | First Floor, London Office, Triq il-Monsinjur Dandria, Msida MSD 1320