Case study
An AI phone assistant. A clearer way to explain it.
Positioning, brand and content that helped people understand what Robin could do, and why they might want it.
The challenge
The product answered calls. The description undersold it.
hiRobin picks up unknown calls, talks to the caller and sends you a written summary. It can also make calls for you.
Calling it a spam blocker covered a small part of that.
The marketing needed a clearer starting point: a reason for people to understand the product, try it and trust it with their calls. And that story had to hold up everywhere, from the website and social posts to the founders’ accounts, the videos and the paid campaigns.
The approach
Start with what the product actually does.
The positioningRobin answers your calls.
That one decision gave the work a direction.
We could show the moments when a phone assistant helps, explain how it works, and build familiarity by repeating clear, consistent examples.
Then we set the voice, the visual rules and the content formats, so more people could make work without pulling the brand in different directions.
The work
One story, everywhere people met Robin.
-
01
Positioning and voice
We settled on one consistent way to describe the product and why it matters.
The two founders each got their own voice for LinkedIn and X, so their posts sounded like them while telling the same product story.
-
02
A brand system people could use
We wrote down the type, colour and visual rules, then built social templates around a regular publishing schedule.
The system covered three platforms and gave a growing group of contributors one shared reference. Recurring content went straight into production, without restarting the design process each time.
-
03
Content and video
We made social posts, comparison content, founder posts and vertical video about the product and the problems it solves. Video production moved in-house during the engagement, which made it easier to keep pace with everything else on the schedule.
Some content took a while to find its audience. A comparison post from April, Best Truecaller alternatives in India, ended up bringing in about a quarter of organic clicks.
-
04
Creator campaigns and paid
The first creator round produced 16 videos across two agencies. We agreed usage rights upfront, so the best pieces could go into paid campaigns without a second round of permissions.
We scaled paid spend from about ₹2 lakh a month to ₹12 lakh a month. Across 101 ads, the campaigns were seen about 196 million times. The best creator video alone drove around 266,000 in-app conversions, at roughly ₹9 each.
-
05
Search
We wrote comparison and help articles around what people in India actually search for, from Truecaller alternatives to call forwarding that keeps failing on Airtel, Jio and Vi.
We kept the site technically clean too. Semrush scores it 96% for site health with no errors, and it’s open to Google and AI search crawlers.
-
06
Measurement past the download
Tracking connected installs to sign-ups and to what people did in the app afterwards.
That made the reporting more useful. We could see how many people arrived, and whether they kept using the product.
The results
The work built up over months. Growth came in bursts.
In the first six months of the engagement, hiRobin recorded:
1.14M
app installs
83%
of installs became sign-ups
200×
growth in weekly active users over six weeks
165,000
installs in a single week in May
Search, last three months
6,340
clicks, up 459%
101,000
impressions, up 767%
4.8
average position
People started searching for the name too. Clicks from searches for “hirobin” were up 267%.
Paid, across all campaigns
196M
impressions
101
ads
₹9
per in-app conversion on the best creator video
That one video drove around 266,000 in-app conversions.
These numbers describe how the product performed during the engagement. They come from the product, its distribution and the marketing working together, and we don’t credit them to any single campaign or piece of creative.
Publishing day wasn’t the whole story either. By June, that April comparison post brought in about a quarter of organic clicks, and clicks to it were up 527% month on month.
What the project shows
A clearer story is something a team can keep using.
- The positioning shaped the briefs.
- The brand system guided the contributors.
- The templates made recurring work quicker.
- The measurement showed what happened after someone arrived.
Together, they gave hiRobin a steadier way to explain the product as its audience and its marketing grew.
That was our part: turning the story into work that could keep getting made.
Contact
Building something that needs a clearer story?
We help with the positioning, content and creative work that gets a product out into the world.