CCC: fighting for every penny, or maximizing revenue on a budget
CCC mobile app was conceived and implemented as a central element of omnichannel customer relationship and ultimately the main channel for generating sales. The aim of the campaign – in addition to acquiring new users of the application – was also the conversion of existing customers from offline to mobile. The key KPI was to build a community of loyal and engaged customers who will buy more and more often in the app.
Quantitative goals have been set for the campaign.
Estimated increase to the same period last year:
– 1 million monthly active users (MAU) +100%,
– increase revenue +30% from new users,
– performance boost +25% ARPU,
– increase in in-app engagement +20%.
To face these challenges, our actions had to go beyond the standard. Only an innovative and out-of-the-box approach could meet the challenge.
We decided to avoid the standard techniques of acquiring large installation volumes and remarketing. This would only increase the user base without affecting sales. Instead, we decided to analyze in-depth the incoming traffic from each source, measuring LTV and optimizing CPA (cost per mobile purchase).
To translate strategy into action and goals, we developed key KPIs with CCC to track performance and increase loyalty and sales.
Method of implementation
The standard approach to app promotion based only on cost per install (CPI) provides stable and low-cost user growth, but without the effect of generating mobile purchases. CPI cost reductions are typically associated with lower quality traffic.
We moved from standard CPI to a model optimized for CPA. Thanks to the implementation of advanced analytics and a 3rd party tool, Mobile Measurement Provider, we accurately measured all events on the customer’s path to purchase, and all efficiency measures were scaled to maximize final conversions in the purchase funnel. We focused on sources and placements that generate the highest LTV.
The campaign was maintained at an optimal level in various periods thanks to the implementation of a mechanism taking into account seasonality, consisting in ensuring stable traffic during the low season, scaling the campaign to users with higher purchase intent and applying higher CPI rates during peak periods.
We implemented the MOBILE360 measure to improve the customer experience. We were aware that a seamless transition between the website and the mobile app was crucial to drive customers to in-app purchases.
We used the following mechanism in the ads:
The creations contained product inspirations or models on promotion,
– after clicking, users who had the application installed were directed straight to products or listings related to the communication,
– otherwise users ended up in the app store, but thanks to deeplinks after launching the app they saw products from the ad they clicked on.
This approach resulted in a 350% increase in re-engagement effectiveness.
We allocated 100% of the budget to mobile digital activities. Since the key KPI was the increase of in-app sales, apart from using Google and Facebook networks, we allocated a part of the budget to sources based on OEM surfaces, ensuring the highest possible quality and zero-fraud level. We used the m.In. We used the mechanism of remote smart pre-installation and the so called. app recommendation engine. The campaign was characterized by a slow but stable increase in LTV. After 3 months, the LTV was comparable to the most effective channels, such as Facebook or Google.
The result: after 120 days, we observed a 1230% increase in RPI, while on other sources we observed only a 450% increase in RPI.
Paid media was coordinated with organic campaigns to achieve synergy effect. It was a dedicated application campaign on the website and CCC e-shop, mailings, SMS and PUSH, newsletters and ASO.
Own channels were managed according to all rules applicable to campaigns in paid media.
We met all ambitious qualitative and quantitative targets: 3.1 million active users; +112% revenue; +62% ARPU, +33% in-app engagement. An additional award is the second place in the Shopping category in Appstore and Google Play.
Even in a highly competitive market such as the shopping app market, thanks to a smart approach and the use of data analysis we were able to achieve the campaign goals. It turned out to be crucial that instead of focusing on volumes and lowering installation costs, we optimised the campaign for CPA. This allowed us to leverage more expensive, higher quality sources to acquire engaged and loyal customers.
In the case of our campaign, the title “fight for every penny” did not mean saving money, but maximizing revenue with the assumed budget.
– Gold IAB MIXX Awards 2021 in the Performance Marketing category
– “creative mobile performance” award in Performance Marketing Diamonds CEE 2021 competition