KAPTEN & ADDICT MOBILE: a successful European expansion!
- + 300 employees;
- 50,000 partner drivers;
- 300K monthly installs in 2019.
CONTEXT & OBJECTIVES
- 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.
- 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
- 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!
NEWS
Article in relation
Understand the SKAdNetwork data to maintain the performance level of your UA campaigns
Since May 2021 (iOS 14.5), Apple has implemented the ATT, which limits the feedback of data for advertising campaigns. Apple’s aim is to promote the protection of user data. The problem for the mobile industry: acquisition campaign data is no longer fed back as minutely and no longer allows for the reading performances in the same way within tracking tools. As a reminder, if the user opts in on the consent pop-up, then we can recover the IDFA and use deterministic attribution as a basis. The SKAdNetwork is the allocation solution offered by Apple. It serves as a back-up when the data is not received in the event users don’t opt in. Up to 80% less IDFA on IOS According to Appsflyer, 40 to 50% of people give their consent via the pop-up. This does not mean that the IDFA is fed back, because the user must also have agreed on the distribution platforms (such as Facebook, TikTok, Snapchat, etc.). In the end, we find ourselves with only 20 to 30% of the IDFA fed back, which is critical for the results to be read correctly. As the iOS paid campaign data is now limited, there is a real challenge, […]
Publié le 25 January 2023- Apple Search Ads
- Acquisition
Our tips for reaching engaged users on TikTok
According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok. Creative tips – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc. – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad – Always add music suited to the ad and opt for short creatives (13-16 seconds) – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical The platform – Manage features offered by the platform, such as the Automated Creative Optimization tool (which allows for automating ad optimization on the platform), city targeting or Spark […]
Publié le 14 September 2022- TikTok
- Acquisition
Dating apps: What are the User Acquisition constraints?
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability. Choosing distribution sources The inventory of acquisition sources […]
Publié le 7 September 2022
