Encouraging App Installs & Signups
CLIENT OBJECTIVE
Drive free trial sign-ups and app installs.
SITUATION
Prior to GP GENERATE’s campaign launch, the entertainment OTT brand had recently launched a holiday promotion in order to boost sign ups and trials of the app. The KPI was to attain an efficient CPA (lower than what they normally get for their evergreen campaigns). GP GENERATE was given two sets of creative – one focused on Kids titles and one on a Favorites collection to drive sign-ups.
SOLUTION
In order to drive sign-ups and app downloads, GP GENERATE focused on lower funnel tactics amongst a highly qualified audience with equal weight towards both sets of creatives. The audience tactics included:
Programmatic Display (in-house):
— Cord Cutters
— High Spending Streamers + Brand Fans
— Intelligence Generator (trending keyword targeting) – most efficient CPA
— Brand Fans
RESULTS
Overall CPA was over 60% lower than the client’s goal
Through optimizing by creative, ad size, tactic, we decreased CPA by over 29% from launch week to final week
The install to trial rate was 11.68%