Crafting Compelling Creative: How Value Proposition Development Drives Engagement
Aligning Messaging with User Needs to Boost Engagement in Blue Fever
The Challenge
Blue Fever needed to develop a strong, authentic value proposition that resonated with its users and drove engagement. While the app provided emotional support, journaling, and community-driven interactions, its messaging lacked a clear, compelling hook to differentiate it from other mental wellness platforms. Research revealed that users sought a safe space for emotional release, validation, and connection—yet, existing creative did not fully emphasize these emotional drivers. The challenge was to develop and test refined value propositions that aligned with user needs and translated them into high-performing creative assets.
The Solution
To tackle this, Blue Fever conducted survey research and in-depth user interviews to identify the app’s core value drivers. Insights showed that emotional support, community validation, and self-expression were the top motivators for engagement. These findings guided the creation of several value propositions emphasizing safety, anonymity, and support.
Testing revealed that emotionally-driven messaging outperformed generic mental wellness statements. Users responded most positively to value propositions emphasizing community support, real-time emotional release, and non-judgmental interactions. The highest-performing creative avoided clinical language and instead used relatable, conversational hooks.
These value propositions were tested across push notifications and app store screenshots to assess their impact on engagement. The highest-performing message, "A Safe Space to Feel, Express, and Connect," achieved a 5.2% CTR, demonstrating that users resonated most with a value prop that emphasized emotional safety and open expression. To reinforce this insight, the top-performing messaging was integrated into paid media ads, app store listings, and onboarding flows.
Blue Fever refined its value propositions to focus on messaging that deeply resonated with user needs and motivations. The final statements tested included:
“A Safe Space to Feel, Express, and Connect.” – 5.2% CTR (Top Performer)
“Your Personal Support System, Judgment-Free.” – 4.3% CTR
“Express Freely. Connect Deeply. Feel Supported.” – 1.5% CTR
“A Private Place to Share What’s on Your Mind—Anytime.” – 0.9% CTR
The Results
Context mattered—ads focusing on emotional validation performed better on social media, while functional benefits like journaling tools resonated more in app store descriptions. The process also highlighted the importance of iterative testing, refining copy based on CTR performance, and continuously adapting messaging to align with user sentiment.
Onboarding screens test drove a 15% increase in Day-1 installs.
New value prop creative on TikTok increased install rates by 25%.
Week-2 retention improved by 33% reaching 53%
