Mobile Monday: Why These Apps Are BRAG-ging

May 22, 2023
By: Jean Ortiz-Luis

What’s the buzz in mobile this week? Jumpstart your week here:

A big challenge for marketers is how to balance investment between brand building and user growth. The two can’t work without each other. Our newly released BRAG Index 3 highlights 4 strategies that helped leading apps build both. Let’s look at what they are and some of the leading apps that used them.

Community Marketing

Beat Maker Pro, the music production app, is a winner among Music and Audio apps with a 5.4 BRAG Ratio. An app’s BRAG Ratio is the ratio between its Installs and its Brand Power. Beat Maker Pro performed beyond expectations by delivering intimate campaigns to its niche community.

Product-led Growth 

Fetch triumphed in the Shopping category due to product-led growth. While still a long way to catch up to big players in the category, 64% of the app’s users are willing to recommend it to others. By continuing to incentivize its loyal customers, Fetch can ride the wave of organic growth for months to come.

Advertising Execution

From Q4 2020 to Q1 2023, Marriott Bonvoy has had 2x more impressions than Hilton, while running 2x more unique ad creatives and a heavier focus on social media. This focus on creative top-of-the-funnel advertising has made the rewards program standout in the Travel category.

Device Integration

Even with recent negative press, TikTok remains as strong as ever resulting in a 5.12 BRAG Ratio. In Q1 2023, the social media app had much bigger growth than all others in its category. By using preloads, TikTok creates a frictionless experience for new users to discover and install the app. 

Curious to find out what other leading apps used on these four winning strategies? Check out the BRAG Index 3 Report and stay tuned in for more highlights fron the study!

By Jean Ortiz-Luis
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