The Challenges
- High Initial CPI: Initial ad placements on Facebook and Instagram resulted in n high Cost Per Install (CPI) of $12-$14, impacting cost efficiency.
- Creative Disapprovals: The unconventional creative style frequently led to disapprovals on Facebook and Instagram.
Campaign Strategy and Evolution
Launch:
Ads initially ran on Facebook and Instagram, but due to high costs and content restrictions, a strategic shift was required.
One Week Adjustment:
- Platform Shift: The primary advertising focus shifted to Snapchat, where the creative content resonated better and the platform’s audience proved more cost-effective.
- Cost Reduction: This change led to a substantial CPI drop, lowering it by approximately 90% to an average of $1-$2 per install.
Mid-Campaign Optimization (June - December):
- Creative Expansion: Produced 10-15 new creatives weekly, culminating in over 255 finalized pieces by year-end.
- High-Volume Pitches: More than 1,200 creative pitches were developed and presented to creative directors, ensuring alignment with the brand’s distinct voice and style.
Cultural Impact:
The campaign's unique ads sparked discussions across social platforms like Reddit and Twitter, amplifying organic interest and engagement with the app.
The pivot from Facebook/Instagram to Snapchat cut Cost Per Install (CPI) by over 90% (from $12–$14 down to an average of $0.91) while scaling to 1.2 million installs.
Results
- Install Growth: Achieved 1.2 million app installs throughout the campaign.
- Cost Efficiency: Attained an average CPI of $0.91, highlighting significant improvements in acquisition cost.
The Conclusion:
The shift to Snapchat and the adoption of a dynamic creative strategy were instrumental in transforming campaign performance. This case study demonstrates the importance of adapting to platform strengths and aligning creative approaches with audience preferences, driving both growth and cost efficiency in mobile app marketing.
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