Implementing a fully targeted app installation strategy for the ‘MYASICS Run Training’ app

The Objectives

We sought to achieve the following core goals:

  • Deliver 13,000 installs at a cost-per-install of $5
  • Target multiple markets based on language set and behaviour
  • Generate account sign-ups post download

The Strategy

For four months, we ran display and paid social campaigns to not only make sure that the quality of users fitted the ideal persona but also to attribute budget towards the best performing creatives. Our aim was to maximise results in the time set.

Through daily analysis and optimisation of the campaigns, we were able to tailor messaging and imagery based on location and gender, further improving accuracy of targeting and keeping spend down. We used three paid social ad formats which demonstrated high engagement rates with the target audience to make sure we were getting the  best possible results; Facebook Carousel Ads, Twitter App Cards and Instagram advertising.

While display tends to see an incremental increase in engagement over time, paid social usually sees steady engagement throughout – so running the two in tandem would benefit brand awareness and uptake.

The Results

  • 22,127 app installs from paid social (70% overachievement) and 14,095 from display (8% above target)
  • 3% engagement rate through Facebook Carousel Ads, cost-per-install tallied in at half the budget
  • One account was created every two downloads 
  • 6% overachievement for Twitter app cards download targets 
  • With display, we overachieved app install targets by 31%, 18% and 103% across France, Germany and Russia, with 2,320 accounts created post-download
  • Display encouraged clicks and installs over time, leading to 81% average loyalty index across markets