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 — built in collaboration with Deloitte Digital.
This isn't just an app launch. It's a credibility milestone for both brands — a signal to the market that Liquigas is investing in digital infrastructure at a level no competitor can match.
The Deloitte Digital association elevates this beyond a product launch into a PR and positioning event that benefits both organisations. A co-funded campaign means both brands invest in shared outcomes — and both get disproportionate returns.
LIQUIGAS
Competitive positioning as Malta's most digitally advanced energy provider
Customer adoption — driving active users to the app from launch
First-mover narrative in trade press and industry conversations
Retargeting audiences built from day one for sustained campaigns
Reduced cost per acquisition through targeted digital campaigns
DELOITTE DIGITAL
Live case study of a consumer-facing digital product in the Maltese market
Innovation PR — brand association with digital transformation and customer-centricity
LinkedIn & B2B visibility among enterprise decision-makers and potential clients
Content for BD — interview footage, project showcase videos, and thought leadership assets
Partnership narrative demonstrating Deloitte's ability to deliver end-to-end digital solutions
Three phases, one narrative
2 weeks pre-launch. Teaser content across Meta and LinkedIn. Seed the Deloitte Digital collaboration story. Build curiosity before the reveal.
4-week launch window. Full content deployment — spotlight videos, PR graphics, paid push at maximum reach. "Download & Win" activation drives installs.
Month 2 onward. Shift from announcement to authority. Ongoing content, retargeting warm audiences, quarterly filming days for fresh material.
Each phase builds on the last. Anticipation creates demand. Launch converts it. Sustain compounds it.
PHASE 1 — ANTICIPATION
2x teaser videos (15–30s) — app UI reveals and behind-the-scenes with the development team
3x static PR graphics — countdown creative, partnership 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, Deloitte project lead interview, Liquigas leadership vision, customer experience piece
7x static PR graphics — partnership announcement, feature highlights, co-branded 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 — partnership milestones, app updates, user stories
Quarterly filming day — interviews, BTS, feature updates, seasonal messaging
Retargeting campaigns — converting the warm audience built in Phase 1 & 2
* "Download & Win" activation subject to legal clearance. If not approved, total adjusts accordingly.
Transparent, line-item pricing
This campaign is a separate project engagement, independent of the existing Liquigas BAU retainer. All prices exclude VAT.
| # | Deliverable | Description | Investment |
|---|---|---|---|
| 1 | Campaign Landing Page | Dedicated page with full tracking — Meta Pixel, LinkedIn Insight Tag, UTM framework, app store deep links | €790 |
| 2 | Teaser Video Production (×2) | 15–30s videos: app UI reveals, behind-the-scenes with Deloitte team. Script, shoot, edit. | €1,200 |
| 3 | Spotlight UGC Video Series (×4) | Four hero videos: app walkthrough, Deloitte project lead interview, Liquigas leadership vision, customer experience piece | €2,800 |
| 4 | Launch PR Graphics (×10) | Partnership announcement, feature highlights, co-branded assets, countdown creative, testimonial cards, infographic | €950 |
| 5 | LinkedIn Leadership Content | Thought leadership article/post series for Liquigas leadership on the strategic investment behind the app. Ghostwritten. | €450 |
| 6 | "Download & Win" Activation* | Competition mechanic driving app downloads. Creative production, terms design, landing integration. | €650 |
| 7 | On-Site Filming Day | Full-day production: interviews with Liquigas and Deloitte teams, BTS footage, app demonstration content | €1,100 |
| Total One-Off Investment | €7,940 | ||
* Subject to legal clearance. If not approved, total adjusts to €7,290.
| # | Service | Description | Monthly |
|---|---|---|---|
| 1 | Meta Campaign Management | Reach + Video Views campaigns across Facebook & Instagram. Daily optimisation, audience management, A/B testing. | €1,500/mo |
| 2 | LinkedIn Campaign Management | Sponsored content + video ads targeting energy sector professionals, corporate decision-makers, government procurement. | €750/mo |
| 3 | Content Scheduling & Community | 2–3 posts per week across both platforms. Content calendar, publishing, engagement monitoring, comment management. | €600/mo |
| 4 | Monthly Reporting & Strategy | Performance dashboard, KPI tracking, monthly review call, next-month strategy recommendations. | €475/mo |
| 5 | Sustain-Phase Graphics (×3/mo) | Ongoing static content for partnership milestones, app feature updates, user success stories. | €350/mo |
| 6 | Quarterly Filming Day | On-site production every 3 months. Interviews, BTS, seasonal messaging. Billed as €1,100/quarter. | €275/mo |
| Total Monthly Management | €3,950/mo | ||
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 — you retain all account access and data ownership.
DELOITTE DIGITAL FUNDS
Items that generate PR value and brand visibility for the technology partnership
| Spotlight UGC Video Series (×4) | €2,800 |
| LinkedIn Leadership Content | €450 |
| On-Site Filming Day (Launch) | €1,100 |
| One-Off Subtotal | €4,350 |
| LinkedIn Campaign Management | €750/mo |
| Quarterly Filming Day | €275/mo |
| Monthly Subtotal | €1,025/mo |
LIQUIGAS FUNDS
Items driving consumer adoption, app awareness, and Liquigas brand positioning
| Campaign Landing Page | €790 |
| Teaser Video Production (×2) | €1,200 |
| Launch PR Graphics (×10) | €950 |
| "Download & Win" Activation* | €650 |
| One-Off Subtotal | €3,590 |
| Meta Campaign Management | €1,500/mo |
| Content Scheduling & Community | €600/mo |
| Monthly Reporting & Strategy | €475/mo |
| Sustain-Phase Graphics | €350/mo |
| Monthly Subtotal | €2,925/mo |
+ ad spend (€2,000–3,000/mo launch, €1,000–1,500/mo sustain)
This split is a starting point. The line-item structure means any item can move between columns based on your discussions with Deloitte.
Press coverage — trade press mentions positioning Liquigas as a digital innovator. LinkedIn amplification — reshares from industry figures and Deloitte leadership. Case study material — production-quality content both brands can use for years.
Malta's B2B LinkedIn benchmark is 2–3% engagement. We target double that through the Deloitte partnership narrative.
Campaigns run from your accounts. Full data ownership retained by Liquigas.
For content coordination — filming participation, approval of co-branded assets, LinkedIn content review.
Stephen L. Muscat or delegate for approvals and monthly performance reviews.
For deep links in the landing page, and ensuring all co-branded materials meet Deloitte's visual standards.
TGB drafts the terms and creative. Liquigas handles regulatory submission. If not cleared, this item is removed.
From sign-off to Phase 1 go-live: 2 weeks. Full launch within 5 weeks.
Let's launch this.
Anticipation phase ready to deploy within two weeks of sign-off. Reply to confirm acceptance and we'll get moving immediately.
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