KAPTEN & ADDICT MOBILE: a successful European expansion!

Publié le 15 Oktober 2019 | Catégorisé dans
addict mobile blog default blog 05
Kapten – formerly Chauffeur Privé – is a French VTC brand created in 2011. Today, it has 3 million users. Determined to conquer Europe, the brand has rebranded to be able to launch into new territories. Here are a few important figures about the Kapten company:
  • + 300 employees;
  • 50,000 partner drivers;
  • 300K monthly installs in 2019.
To strengthen its expansion strategy, the company has decided to collaborate with Addict Mobile to expand its presence in Europe.  

CONTEXT & OBJECTIVES

acquisition mobile snapchat facebook pinterest apple search ads google ad networks
  • Start date: December 2018
  • Sources: Facebook, Twitter, Snapchat, Google, Apple Search Ads, Ad networks, Pinterest
  • OS: iOS + Android
  • Objectives:
    • Support Kapten in the opening of new European markets and in its expansion: United Kingdom (London) & Portugal (Lisbon & Porto).
    • Generate new downloads with a “first ride” approach.
 

ADDICT MOBILE ACTION

Addict Mobile’s mission was to maximize volumes to generate more “first rides”. This approach required several actions.
  • 2,400 campaigns launched: we have chosen to launch as many sources and targeting as possible in order to generate high volumes while identifying the most profitable combinations.
 
  • Testing and iterations on the different types of optimization (installs, registrations, first ride) to allow us to achieve the objectives set.
  • + 100 unique targeting tested for each city: similar or demographic audiences, targeting by areas of interest related to Kapten’s activity, behavioural audiences and strategic keywords.
  • First of all, associate acquisition with retargeting: we have set up both acquisition campaigns to reach new users and re-engagement campaigns to reactivate non-registered users.
Kapten addict mobile acquisition mobile  
  • Launch of a “web to app” strategy thanks to the purchase of keywords on the Web to redirect to the store via a dedicated landing page.
 
  • +700 visuals tested: regular production and refreshments of visuals to meet the specificities of each market: language, routes, promotional codes, messages or even the app competitive advantages which change according to the country (price, quality, ethics).
    • Thanks to our in-house studio, Addict Mobile has produced more than 700 visuals (stories, banners, squares, vertical layout, search, videos). The dedicated account manager team was thus able to perform many A/B tests to identify the most efficient visuals. This work allowed Kapten to test new concepts and refine its new graphic identity to adapt to mobile phones.

RESULTS

Acquisition application addict mobile    
  • Volume of installations × 7
  • 6 “first riders” per day
  • 22% of total first rides come from Addict Mobile campaigns.
  • The “first ride” conversion rates of Addict mobile campaigns are similar to those of organic campaigns.
  • 124% more registrations since the start.
  • In the app store top 1 (Travel category) for the launch in London!

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021
addict mobile blog default blog 05

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux