Expanding User Acquisition While Maintaining Cost Efficiency

Improving Retention Across Early and Long-Term Engagement

Maximizing Visibility Amidst Fierce Competition in the News App Market

SOLUTIONS

Precision Targeting On Xiaomi’s OEM

To ensure that Le Figaro could acquire high-quality users at scale without overshooting their budget, we leveraged Xiaomi’s proprietary targeting capabilities. This involved reaching users directly through Xiaomi’s pre-installed apps and device-native placements, such as the Mi Browser and GetApps Store. By using Xiaomi's device-level insights, we could zero in on high-intent users who were more likely to install and engage with the app, minimizing wastage in ad spend.

Retention-Optimized Creative Testing

Retention, particularly M1 retention, was the key metric for the campaigns’ success. To ensure we would meet the long-term engagement target, we conducted continuous creative testing and optimizations based on the placement used. By aligning the ad creatives with user interests and external factor with Le Figaro's team support, by targeting users with affinity for news and media content, we reached high-intent users.

Multi-Placement Strategy

To stand out in a crowded news app market, it was essential to increase Le Figaro’s visibility in front of users where they were most likely to interact with content. We implemented a multi-placement strategy, where ads were featured across Xiaomi’s highest-traffic areas, including the Mi Browser, GetApps Store, and pre-installed app, among others.

IMPACTFUL CHANGES

Extensive Targeting Optimization

By focusing on Xiaomi’s device-level insights and native ad placements, we ensured that each ad reached high-intent users, driving meaningful engagement and installs. This approach enabled Le Figaro to scale its user acquisition efforts while maintaining cost efficiency, marking a major breakthrough in its app growth strategy.

Creative & Placements Optimization

Through rigorous creative testing and placement optimization, we achieved improvements in early retention metrics, especially W1 and W2. This allowed us to improve our campaigns’ performance considerably, demonstrating that the targeted, relevant ad creatives effectively engaged users in their first interactions with the app, leading to more consistent user activity.

Scaling Beyond Existing Channels

The implementation of a multi-placement strategy across Xiaomi’s ecosystem resulted in a brand awareness boost for Le Figaro. By utilizing Xiaomi’s high-traffic ad placements, including the Mi Browser and pre-installed apps on Xiaomi’s devices, Le Figaro was able to maintain a strong presence and drive continuous growth.