The client has a local search and recommendation app which is relevant to most mobile users. It’s strategically important for the client to scale this segment because its app has 10 times more views than its website and 65% of all engagements come from mobile devices. The goal was to reach as many potential users as possible during key moments including searching for a restaurant. Another important KPI was to ensure engagement costs were below other media channels such as Facebook and Google.
The client’s application was already massively distributed across mobile devices. This led to a sustained increase in CPIs when using traditional advertising channels such as Facebook and Google. The challenge was to keep new user registration costs below a $2 CPA while maintaining volume and scale.
While initially focused on obtaining new users in the US, over a 2 year period, the campaign grew from a $50k beta test budget to more than $500k and expanded to include Latin America and Europe. The DT Growth campaign utilizing Dynamic Installs drove more than 12 million new downloads and hit the client’s KPI goals for both ROI and CPA.
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