Mobio Group

Main goal: To attract new customers, incentivize current users or bring users back.

Monetization model: in-app purchases and advertising

Ad campaign: We developed a strategy to bring them back to the app and optimized retargeting. Retargeting campaigns used different approaches to reach audiences.

Results: 

- Average ROI – 360% (with a target ROI of 300%).

- Number of users returning per day – 301,000

About the client: Jiffy is a new grocery delivery service – an online supermarket that delivers good groceries and essentials in minutes.

Industry: Food Delivery

GEO: United Kingdom

Tasks from the client: Product development, increase in traffic volume

Channels: Facebook Ads and Google Ads

Ad campaign: 

At the first stage of initial tests, together with the client, we tested various approaches in creatives and targeting – we increased volumes by more than 300% in 4 months. At the second stage ​​we launched Web2App tests. Our team developed and created more than 300 creative materials - videos and static banners, including blogger’s content to give users relevant experience about the service.As a result we have reduced CAC by 20%.

Results:

- >700% Volume

- +5000 Purchases

- 20% CAC reduction

Main Goal: Return users who are no longer active in the game.

Solutions:

• Audience segmentation

Paying users are users who often make in-game purchases, but in the last week did not buy anything. Level 9 players - players who have reached level 9 in the game, but have not made a single payment. It was important to encourage them to make their first purchase.

• Testing: sources, creatives

The campaign was launched in relevant sources for this task – DSP and Facebook. The DSP allows you to find users in other applications, including other games.

• Setting up Deeplinks

On the technical side, the introduction of deeplinks technology was needed to direct the user immediately to the desired screen within the app. In this case, the user went to the screen of the promotion, which is available only by deeplink. Thus the value of retargeting for users increased - players could see a unique promotion that was not present in the game's offer system.

Results: 

• By the end of the campaign, the client's ROAS exceeded 204% cumulatively on both platforms with an average conversion from retargeting to purchase - 25%.
• Test results on Android showed which GEOs were the most profitable.

The top 10 countries with the highest rates tested were bundles (geo plus creative). The most effective ones were launched on iOS. In parallel, the test bundles were used on different sources. This allowed the campaign to scale and increase the number of daily purchases.

Industry: Food & Drinks

GEO: Worldwide

Channels: Facebook Ads and Google Ads   

Challenge: Promotion of the Burgermania action. Coverage and attraction of mobile app installs

Ad campaign:

We accessed an audience of relevant bloggers, applied geo-targeting, and launched an advertising campaign. In the second phase, we launched banners for users who watched 50% or more of the video. As a result, the CPI went down by 40% with a 7-fold increase in CTR. In the third step, we expanded our reach even further. After that, the cost to install the app dropped by a factor of four, which was the lowest cost to install with a quality audience.

Results

- 1.5M new users in app 

- CPI decreased by four times 

- >200% ROAS