Client Background: Our client, a social media app operating in India, sought to expand its user base and enhance user engagement. With a focus on user acquisition, their primary goal was to achieve Cost Per Install (CPI) targets while ensuring that the acquired users showed strong initial engagement and retention. The client primarily targeted Android users within the Indian market.
Objectives:
Goal: User Acquisition - CPI
Key Performance Indicators (KPIs):
70% First Video Play Rate
D7 (7-Day) 15% Retention Rate
Strategy:
1. Targeted Geography (Geo): India is a diverse and rapidly growing market, making it an ideal location for user acquisition. The campaign focused on this region specifially in Teir two cities to capture the attention of a large and dynamic user base.
2.Creative Exploration: Several creatives were assessed to gauge the campaign's effectiveness. This assessment encompassed testing a variety of dimensions, layouts, and messaging approaches.
3. Advertising Category: Given that the client operated a social media app, the campaign category was set as "Social and Entertainment", aligning the ad content with the app's purpose and user expectations.
4. Operating System (OS): Targeting Android users ensured compatibility with a broad range of devices and the Android-dominated market.
5. Traffic Sources: To achieve the CPI goal, the campaign leveraged various traffic sources, including OEM (Original Equipment Manufacturer) partnerships, in-app display advertising, programmatic media buying, and affiliate channels.
Results:
User Acquisition: Over a span of 7 months, the campaign successfully acquired over 3.2 million users. This demonstrated the effectiveness of the approach in rapidly expanding the user base of the social media app.
First Video Play Rate: The campaign's content and targeting strategies yielded a remarkable 76% first video play rate, indicating a strong initial engagement with the app's content.
Retention Rate: The D7 retention rate stood at 18%, surpassing the client's initial goal of 15%. This demonstrated that not only were users installing the app, but they were also finding value in it, leading to higher user retention.
Conclusion: By implementing a strategic user acquisition campaign targeting the Android user base in India, our client's social media app achieved outstanding results. The combined efforts of utilizing diverse traffic sources, targeting the right demographic, and crafting engaging ad content led to impressive user acquisition and retention rates.
The case study highlights the potential of programmatic advertising to drive significant user growth and engagement, especially when tailored to the unique characteristics of the target audience and the goals of the app.
If you'd like to explore how programmatic advertising can benefit your business or if you have any questions, feel free to reach out to us for a personalized consultation. We'd love to discuss how our strategies can help you achieve your marketing goals.
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