PERFORMANCE MARKETING

WALK & EARN APP

SCALE EFFICIENTLY IN A NEW MARKET

-37.1%

IN OVERALL COST PER INSTALL

-43%

IN FACEBOOK COST PER INSTALL

+120%

INCREASE IN MEDIA SPEND

The health & fitness space has taken a leading role in many users’ lives since COVID-19, and as of today is one of the most competitive yet lucrative categories in the Stores.

Our client, a leading walk & earn mobile app in Sweden, approached us after successfully scaling their marketing efforts in Germany in the past. The mobile app offers the opportunity for users to walk and earn coins, which can then be exchanged for exciting rewards from brands like Storytell, Sephora, HelloFresh, and many others. Similar to other mobile apps going international, our client needed local expertise for the German market, going from extensive knowledge of media channels and target audience to localized app content and ad copy.

The health & fitness space has taken a leading role in many users’ lives since COVID-19, and as of today is one of the most competitive yet lucrative categories in the Stores.

Our client, a leading walk & earn mobile app in Sweden, approached us after successfully scaling their marketing efforts in Germany in the past. The mobile app offers the opportunity for users to walk and earn coins, which can then be exchanged for exciting rewards from brands like Storytell, Sephora, HelloFresh, and many others. Similar to other mobile apps going international, our client needed local expertise for the German market, going from extensive knowledge of media channels and target audience to localized app content and ad copy.

1

IMPROVE APP OFFERING FOR GERMANY

2

DECREASE CPI FOR PROFITABILITY

3

TEST UGC ADS ON MORE ADV PLATFORM

SOLUTIONS

1

IN-DEPTH MOBILE APP AUDIT

Our growth consulting team performed over a 4-week period an in-depth mobile app audit to identify growth levers in the existing strategy, as well as improving the app offering with local offers and localized content.

2

PAID ACQUISITION STRATEGY

Thanks to our extensive market and advertising channels knowledge, our paid user acquisition team was able to identify the correct way to create creative assets that led to an immediate drop in cost per acquisition.

3

FOCUS ON USER-GENERATED CONTENT

Creative assets proved to be one of the main drivers of decrease in CAC. Our team supported the client in creating the right content for the different channels, bringing a new and fresh feeling to the creative approach.

Performance marketing experience is only one element of a successful recipe for scaling activities effectively. A solid and clear creative strategy, that focuses on communicating the right advantages to the target audience is key for long-term success. At REPLUG, we implement an iterative approach to creative assets that helps our partners quickly identify winning ideas and scale performance.

IMPACTFUL CHANGES

1

VALUE-FOCUSED COMMUNICATION & VISUALS

The new communication style focused on clarifying the value that potential users would have by using the mobile app.

2

ALIGN VISUAL WITH DIFFERENT SITUATIONS

Another important approach that proved to be successful was to represent users in different day-to-day situations, so to increase the app usage and retention.

3

USER-GENERATED CONTENT TO BUILD TRUST

The focus on user-generated content ads was also key to lower cost per install and increase engagement over time for our client.

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