LYNO had 5 priorities that needed to be addressed:

• Optimize its paid user acquisition activities to reduce costs quickly
• Identify the best media mix to balance the male and female ratio
• Test new acquisition channels effectively, while not increasing the overall CPA
• Redefine the visual and written communication strategy to appeal to the right audience
• Analyze existing affiliate traffic quality to reduce fraud risks

Our UA team operated in complete transparency directly from LYNO’s ads account. After an in-depth analysis of the existing paid channels and in-app events that LYNO was sending to Branch, we worked on creating a scalable framework across the media mix, while identifying immediate opportunities and connecting the dots with the appropriate point of contact at each ad platform.

REPLUG’s creative team worked together with LYNO to identify the right communication style and appropriate messaging to attract the right audience, according to the channel used. Our media strategy included a mix of transparent channels, such as Facebook, Google, Apple Search Ads, and Snapchat. We tested extensively different combinations of verbal and visual messaging to drive down the cost per acquisition.

Our focus has been on:

1. Campaign Structure – Improving the structure of the campaigns across channels by implementing our unique naming methodology
2. Performance-driven Creatives – Defining and implementing new ways to engage users across different channels used in the media mix
3. Scale Paid Channels – Implementing our iterative approach to test new channels and concepts quickly and efficiently, yielding immediate results
4. Eliminate Fraudulent Traffic – Creating transparency and understanding of how affiliate traffic works and proving the low quality delivered

Considering Facebook the top user acquisition channel for our female audience, we decided to adapt the communication strategy and test several types of creatives as well as ad copies. With a scrupulous A/B testing in place, we manage to test over 100 creatives a month, optimizing from the top to the bottom of the funnel.

As expected Facebook proved to be the best channel to attract this user base, delivering about 40%  of the female audience while giving us great flexibility in terms of targeting capabilities and optimization activities.

With the meticulous and iterative testing approach we implemented, the paid user acquisition campaign was extremely successful in terms of decreasing costs of acquisition, both at an overall and a channel-specific level. Our User Acquisition team collected data on-the-go and decided to test effectively new ideas, always in alignment with LYNO’s team.

Most of the campaign’s success can be attributed to 3 factors:

• Ongoing ad copy and creative test iterations
• Extensive use of the different targeting options
• A well-thought 360-degree media mix approach

Specifically, we focused on:

1. Apple Search Ads – Our certified Search Ads team implemented a strategy that strengthened LYNO’s visibility for key user search terms and led to an average of 22% of the total subscribed users over a period of 3 months.
2. Facebook – Our team took advantage of the channel audience to create a tailor-made communication strategy for women, bringing on average 3x more female users compared to other acquisition channels.
3. Snapchat – Together with LYNO, we decided to test the channel after evaluating the opportunity directly with Snap’s AM team, which on average contributed to 40% of subscribed users.
4. Google – With an iterative approach focused on scaling efficiently all the channels, our UA team managed to get Google to be the best channel in terms of cost of acquisition.