CURIOUS: Marketing


I designed postcards with photos of the hidden places, the logo and social media links.

Since those will be given away for free and they depicture places in Dublin it is very likely that they will be actually posted, and since they have the logo and a little explanation in the back it will be a very easy way for people to get to know my app.



Nowadays you can see stickers everywhere, sometimes you don’t know what they are for, they are simply nice, and some other times it is very clear what product they want to promote. anyway, people love this kind of things, and if they like them enough they might even put them in visual places like their computers or folders. They could also stick them in random places, but in any case, it would be a good way of people to wonder “what is Curious?” and check it out.



Part of this campaign would be to create banners that would be placed in specific places around the city. Ideally, the best locations would be tourist places or big streets like Henry St. because the people who are in those places are more likely to be interested in the app. They would be mostly tourists who might want to discover new spots in Dublin.

To create this banner I will follow the guidelines of Dublin City Council


I designed an interactive billboard to promote the app in the streets. My inspiration was the Burt’s Bees Ad.

To promote their Intense Hydration range, Burt’s Bees used their own consumers to reveal a before and after demonstration with an interactive billboard in Minneapolis, created with the company’s go-to ad agency, Baldwin&.

This clever use of design and construction meant that the before image literally “flaked” away as viewers peeled off the skin of coupons attached to the board, redeemable at local stockists. Eventually, all the coupons were removed and all that was left was a shiny, flat surface and a happy, smiling ‘hydrated’ after image.

We see advertisements in the street every day so I believe creating something interactive will stand out and will be easier to remember for the users.

The base is a photo of a secret spot in Dublin that will include a little logo and a slogan. This photo will be covered by black post-its that combined will show the logo in big size.In the back of this post it’s you will find the web page and the social media for the app. In a future version, you could also find a discount code (for future features)The idea is that the people walking around take a post it (out of curiosity) and little by little reveal the image behind it.


I made a video to introduce the app. in the video you can see a few images of Dublin moving towards you quite fast. the idea behind it is that you can’t see them properly, just get a general idea. following this images you can read CURIOUS? and see the social media links

The idea is to make people curious about it( as usual!)


The web page will also have an option to sign up to my newsletter. I will be sending emails to the people who sign up for it. this emails will be created with Mailchimp.
I created an email that will be sent to all those who sign up for the newsletter.



I attended to related events to network with people and to find secret spots in Dublin myself.

Graffiti Photowalk

A tour with a graffiti artist that will show you some graffitis around the city and tell the story behind them. Definitely, the kind of thing that I could include in my app. This tour was full of photographers as well as instagramers (since it was organized by “instagramers Dublin”) so it was a great opportunity to meet people and ask them if I could use their pictures to feature in my Curious Dublin Instagram account.Of course, they were happy about it and I got to share really nice pictures of the graffitis in Dublin.


Gallery night

Again another event from Instagramers Dublin. In this event I meet some of the featured Instagrammers in Dublin. The quality of their photos was impressive and they were happy to share them with me.

After attending these events I realised that they are really important for new companies or for the launch of new products. Once the app is ready I will partner up with a couple of other companies (Jameson, Instagram Dublin…) and prepare a launching event. this way people will get to know the app in a nice, fun way.

Another kind of events that will help spread the word are the tours. I will organise “the CURIOUS tour”. this will be a tour around Dublin to show some of the secret spots that you can find in the app.


CURIOUS: The social media campaing


First of all, I decided to create an Instagram account for the curious app. I wrote a small introduction and I used the logo as my profile picture. As my first posts I used photos which I took myself around Dublin. In some of them, I wrote exactly what they were and a bit of information about them. In some others, I asked the users to guess where the place was. My intention with this is leading the user to engage with the project.

Eventually, I realized that I didn’t have enough good pictures and I was running out of places to show, so it was time to ask people to start sharing their pictures. I took a look to other Instagram profiles in Dublin that are already doing this( igersdublin, lovindublin, visitdublin among others)

I wrote a small text with the instructions that from now on I would include in all my photos:

“For the chance to be featured use

@curious_dublin and #thecuriousapp”

Since I didn’t have a lot of followers yet and usually people focus more on the photo than on the text this didn’t work out so well. Since I still needed the users to share their photos I decided to look for the kind of photo I would like to have on my page and write a private message to the owner to ask for permission to feature it. The response to this was impressive. 90% of the users I asked said yes happily, which allowed me to share amazing photos from really good photographers who are also getting more attention their work in exchange.


I also decided to write in plural so it looks like a company or a group of people, more than a sole individual. I believe this will make people feel more confident about sharing their pictures with me.

To repost the images of other users I used a complementary app, Buffer. With this app, I can not only repost the pictures but also schedule the posts. This allows me to post even at times where I don’t have access to my phone. Buffer also have a great web page and blog with really good tips for social media campaigns.

I changed the Instagram account to a business account and this allowed me to see the stats and that way control the traffic on the page.

Thanks to this stats I can fins out when is the best time to post to reach more followers, where are my followers from, if they are male or female, etc.

Here you can see that on Thursday the best time to post is between 3 and 9 pm so I will keep this in mind. Also, the majority of my users are between 18 and 34 years old. This is only half reliable because being an Instagram account most of Instagram users are between this ages.

The use of appropriate hashtag was also key in the gaining followers process. I tried to use hashtags that were relevant. First of all, I used the one specifically created for the app #thecuriousapp and #curiousdublin. I also tried to use some that would attract travelers like #freedublin, #visitdublin #visitireland #secretdublin or #cheapdublin. I also used the most popular ones to reach random users that might find it interesting but wouldn’t find it otherwise.An example would be #picoftheday. Finally, I used some related to the image itself like #graffiti, #art, #architecture, etc.



I created a facebook page and I linked it to the Instagram account so all the photos get posted on the page. In addition to this, I also posted announcements and other kinds of information related to the app.

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By taking a look at the insight I can decide when s more convenient to post or what kind of post are more popular.For example, I can see that the graffiti pictures are more popular that the architecture ones. A good strategy would be to post a popular picture on a no popular day, so the number of visitors increases in weak periods.




I decided to create a Pinterest board because the imagery is very important in my app and Pinterest is all about images. I decided to only upload the images with the logo and the social media links so everybody who sees it realizes that there is a place where they can see more and they decide to take a look.