Performance marketing is a better way to do paid advertising. Using a systematic, transparent method of testing from the beginning, we drive growth and provide key learned insights in addition to results for our client.
Scope of work
The client wanted to achieve multiple goals with one campaign. That is why we decided that the best method was to use CPM for branding and CPI for installs. Our main target was Australia, and we targeted both iOS and Android users.
Performance marketing converts new clients in new markets.
The goal of this performance campaign was to create as many possible installs as well as branding the app with a limited budget as a test for our client Stake Something. The main KPI was 2,000 installs.
In the discovery campaign, we used CPM traffic to fulfill the branding purpose of the campaign. Showing our ads to as many people as possible. We had multiple goals with the discovery campaign. The first goal was to reach new audiences by sharing visually rich, inspiring brand creatives across our target GEO. Discovery campaigns help drive interest from potential customers when they're open to trying new apps. The second goal of a discovery campaign is to find the best quality sources of traffic. The quality of the source is determined by multiple factors such as click rate, conversion rate, price, etc. After we qualify the traffic sources and find the right audience, we move to the Performance Campaign.
As the name suggests, we are focused on the performance of the ads to create installs. For performance, we are running a CPI or Cost Per Install, Mobile Campaign. A CPI campaign is a marketing strategy targeting mobile device users to download an app that's been advertised through the discovery phase across all mobile platforms, Demand-Side platforms, Ad Exchanges, Real-Time bidding platforms, and private publishers.
We use AppsFlyer to monitor and measure various performance marketing campaigns as well as traffic sources that we use for app installations for both Android and iOS. We also create audiences for retargeting based on the activity the users perform in the app using AppsFlyer. Our development team connects the apps through an SDK to AppsFlyer, updates the app to the newest version on both iOS and Android, and after that, we connect the app to our third-party traffic sources so the app can receive traffic.
As we have mentioned at the beginning, Stake Something is a unique app on the market that challenges users to risk their own money by either fulfilling their goals and keeping their stakes or transferring that money to a charity if they fail. Since it’s unique, the biggest challenge was to promote a brand new app with a brand new concept in only one market. We were focused on the Australian market and we were tasked with delivering only traffic from Australia where we targeted both iOS and Android users to download the Stake Something app.
What have we learned
Having a great product isn’t enough; it’s got to get in front of your audience. Understanding the mechanics of digital marketing, we make sure to put your product, at the right time, in front of the right people.
marketing & growth
Stake Something: End procrastination
Stake Something challenges users to risk their own money by either fulfilling their goals and keeping their stakes, or transferring that money to a charity if they fail. Cinnamon constructed an intuitive flow accompanied by playful and inviting illustrations.