Planned Parenthood Direct App: Birth Control From Your Phone

Planned Parenthood Direct is a mobile application that provides access to women’s health products for hundreds of thousands of Americans.

The app lets you order birth control pills or UTI pills straight from the comfort of your own home through the app, as well as offers telehealth services and education.

The Challenge

Planned Parenthood Direct had run paid advertising here and there in the past but had never had a holistic digital marketing strategy. They wanted to grow fast and keep a low cost per install while also driving in-app purchases.

The Solution

Over the years of marketing the Planned Parenthood Direct app, KRFTWRK has run ads on Google Play, Apple App Store, Snapchat, Facebook, Instagram, Spotify, TikTok, and in Podcasts for both iOS and Android.

They’ve been able to achieve a very low cost-per-install (CPI) and high purchase conversion rate by continually testing and optimizing.

The main takeaway was to always keep it fresh. By constantly following trends and competitors, They were able to run new strategies and creative every few weeks. When TikTok was still up and coming, they were early beta-testers of TikTok ads and the performance was unprecedented.

KRFTWRK flipped ROI on its head and helped give access to birth control to thousands of women from their phones.


  • Paid Search
  • Paid Social
  • TikTok Ads
  • Email Marketing
  • Organic Social

The Result

  • 35% of monthly installs from Paid Campaigns
  • 12% of monthly net revenue from Paid Campaigns
  • 37% growth in MMR (monthly recurring revenue)
  • 20% growth in MRU (monthly recurring users)
  • 25% purchase conversion rate
  • +170% Monthly Installs from Paid Campaigns


KRFTWRK is a full-service product design and digital marketing agency focused on delivering high-quality design prototypes & marketing processes for tech, startups,s, and SaaS.