Quo Vadis’ User Acquisition: +20% organic additional user

Published on 19 December 2019 | Categorized in
addict mobile blog default blog 05
Addict Mobile et Quo Vadis : Acquisition d'utilisateursSpecialist in time management, Quo Vadis’ core activity is paper planners and diaries. In 2018, the brand decided to rely on digital technology to reinvent the organization of time with the Quo Vadis’ app, a diary that can be checked on iPhones at a glance. It enables users to organize and prioritize their time and optimize their day to make their life easier! In order to promote this app – which has been given a new look –, Quovadis has called on Addict Mobile. The objective? To recruit new users and measure their commitment to the app. 

Objectives & Challenges

Acquisition mobile Quo Vadis Addict Mobile OS: iOS only Location: Five French-speaking countries (France, Belgium, Canada, Switzerland, Luxembourg). Objectives :

To better position the app in a highly competitive market.

To compete directly with native phone apps.

Sources : 3 active sources: Facebook, Apple Search Ads and Twitter Period of Time: Campaign launch at the time of the brand’s high selling points: the start of the new school year and the end of the year.  

Strategy

  • Set up Search campaigns on Apple Search Ads to capitalize on the keywords searched by users on this type of products.
  • Launch Facebook/Instagram campaigns to acquire new users.
  • Optimize campaigns according to events within the app: creation of a task or an event.
  • Analyze the subscription rate on our campaigns.
 

Targets

Since the app could be used by the greatest number of people, we tested different targets in order to identify those who performed best.
  • « Look a like » approach on people who have already completed a task within the app.
  • Demographic target: conducting gender-specific campaigns to achieve the lowest costs.
  • Target people by interest.
Here, the combination of the most effective targets allowed us to reduce the CPI by 50% compared to the original targets. We were also able to achieve install > event conversion rates and a retention equal to those of organic conversions.  

Where to?

Within these three different activate sources, we fine-tuned the locations based on performance at the time of campaigns: Newsfeed Facebook and Instagram & Audience Network.  

Designs

As Addict Mobile manages the creation and adaptation of all the visuals, we were able to A/B test different color combinations and formats in order to identify the most effective ones.
  • Carousel
  • Static Visuals (banner + square)
  • Videos
As the application introduced new features from one period to another, we were able to learn a lot thanks to the A/B tests through a large number of designs. As a result, we were able to identify the features that were best received by users!   Top creatives acquisition

Addict Mobile et Quo Vadis : Acquisition d'utilisateurs

Additional Organic Downloads

By increasing expenditures to generate more volume during campaigns, the app has climbed up in the stores’ rankings. As a result, it gained visibility and had a direct impact on the number of additional organic downloads: between 10 and 30% depending on the month.   App Store Optimization The ASO is important in acquisition campaign. It ensures that users recruited during acquisition campaigns will land on a page that is optimized to maximize conversions. Addict Mobile has supported Quo Vadis on that matter.
  • Competitors’ analysis and positioning
  • Keyword recommendations based on relevance, level of difficulty and competition
  • Production of descriptions according to the identified keywords
  • Screenshots and presentation videos about the stores
  • Recommendations on the elements that make up the page: titles, icons, etc.
 

RESULTS

  • CPI inferior to €1, 50% decrease vs. targets
  • Conversion rates equal to organic ones
  • More than 50 different campaigns tested in 2.5 months
  • 20% additional organic users during the campaign period
  • Ranking top 30 in the “productivity” category!
result
Addict Mobile teams are attentive and reactive. The acquisition campaigns set up have generated high volumes of downloads.
Flore Thellier, Communication Manager

NEWS

Article in relation

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 […]

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 […]

Publié le 7 September 2022
  • Facebook

Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:     Personalize the message according to the various targets     – The creatives must be tailored to each type of target audience.   – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.   – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.   – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.   – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.   For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.       For […]

Publié le 13 July 2022
  • Utilities
  • Facebook
  • Creatives

Nos bureaux

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
France

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
España

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016
USA