How we achieved a 15% share of Snoop's First Account Connections across all channels within 6 months
A deeper dive into our direct in-app user acquisition campaign for Snoop which ran on a pure cost per event model throughout H1 2022.
Services
Mobile Marketing, In-App User Acquisition
Platforms
AppsFlyer, iOS, Android
Achieved
Achieved
Campaign Overview
We partnered with Snoop; the free money management and budgeting app that helps users track their spending, cut their bills and control their finances to help bolster their direct in-app user acquisition efforts. What was the brief?
- Drive post-install user acquisition growth across iOS and Android directly via Snoop's Mobile Measurement Platform (MMP); AppsFlyer
- Maintain a fixed First Account Connection CPE payout model to remain inline with their other paid channel spend
Execution
Through a collaboration with some of our preferred mobile agency & ad-network providers, we managed to provide Snoop with access to a high quality, engaged audience of users which helped us consistently scale (if you pardon the pun) our campaign in a competitive UK money management and budgeting app landscape.
Aligning with Snoop on how and where they wanted to appear was key prior to the campaign launch and resulted in us advising on an asset bank of creatives that mirrored their other marketing activity to remain on-brand.
The first phase of the campaign was delivered via static banner ads to build brand awareness amongst non-incentive partner sources. A combination of feedback from our mobile partners and the launch of Snoop's new video assets meant the second phase of the campaign was a much more engaging experience for users, which helped drive a higher install > first account connection rate for the remainder of the campaign - all whilst keeping to Snoop's target CPE.
Results
Within 6 months of running our direct in-app acquisition campaign with Snoop, we had achieved a 15% share of voice across all paid channels and averaged 25% MoM growth for their payable event KPI (First Account Connections) whilst keeping to their target user acquisition cost throughout the campaign.
Whilst we think the results speak for themselves, it's important to highlight other key factors that contributed to the success of the campaign:
- Weekly syncs with the Snoop team to dive into the AppsFlyer numbers and identify the best (and worst) performing partners to help with campaign optimisation
- Regular liaising with the mobile partners to gather feedback on which creatives, partner sources and audience types were converting best through the raw event data access in AppsFlyer
- Set out clear indicators on how and where to identify red flags with traffic sources; key for a channel notorious for exposure to potential fraudulent activity
- Communication on the latest app and industry updates to help inform partners of necessary campaign changes
Don't take our word for it, take theirs!
Hear what our partners & clients are saying about us.
“In the short-time we've been working together, Scale have grown to be a core partner, and we're thrilled with the business performance they've achieved.
They've proven themselves to be innovative, flexible and extremely results-driven, quickly helping us scale the business in an area of marketing where
we had little experience. They are a class act.”
Paul Lloyd
“Scale Digital has taken our program and in a matter of months turned it into a fast growing and highly valuable channel. They took head-on the various challenges of a legacy network program by showing an understanding of our target audience, KPIs, a grasp of our brand and the growth opportunity that we always knew was there. We're looking forward to them finding many new and high-spending Wuka customers, using Scale's tools to drive more efficiency and opening new markets.”
Emidio Cesetti
"Just to tell you we are very satisfied with your involvement and follow-up since we started working together. I don't regret my choice at all and I am delighted to accelerate our Affiliate program with you by our side".
Matthieu Ballester
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