Maximizing Engagement through Strategic Marketing
Overview
App Guardians, an established leader in app marketing with a history spanning six years, partnered with LiveWell to enhance the app’s engagement strategies. Our objective was to shift the focus from mere installations to fostering deeper user engagement, with a strong emphasis on markets like India, Indonesia, Brazil, and Portugal.
The Challenge
The LiveWell app sought to transform its user acquisition strategy to focus more on retention and meaningful user interactions, necessitating a sophisticated approach to marketing and user engagement.
Strategic Approach
Dynamic Budget Scaling:
- Managed a substantial increase in marketing budgets month-over-month, demonstrating efficient scale:
- July to August: 300% increase
- August to September: 79% increase
- September to October: 24% increase
- Maintained a low cost per action (CPA), consistently exceeding client expectations with strategic budget allocation and targeting.
Optimization Shift:
- Transitioned from install volume campaigns to optimization focused on app events, specifically enrollments, to enhance app stickiness and retention.
- CPA Improvements:
- August to September: 55% reduction
- September to October: 31% reduction
Leveraging User-Generated Content (UGC):
- Integrated UGC in our advertising strategy, significantly outperforming other video assets in engagement and conversion:
- The “winning video,” a portrait YouTube video, was distinguished as the “best” performing asset, achieving the majority of the ad spend and conversions.
- Performance Comparison:
- UGC content led to a 502% higher install rate per 1,000 impressions compared to the next best-performing video.
- Achieved a 179% higher in-app action rate than the average of other videos, showcasing the compelling nature of authentic, user-generated narratives.
Results
- Budget and CPA Management: Effective scaling of the marketing budget with a significant reduction in CPA month-over-month, reflecting strategic acumen in performance marketing.
- Enhanced User Engagement: By focusing on deeper funnel metrics like enrollments, we not only reduced costs, we improved app engagement.
- Superior UGC Performance: The strategic use of UGC content transformed the campaign’s dynamics, delivering unmatched engagement and conversion rates that underscored its value in our comprehensive marketing strategy.
Conclusion
App Guardians has redefined what’s possible in digital health marketing with LiveWell’s app. Through innovative approaches and meticulous execution, we have set new standards in app marketing, evidenced by substantial user growth and enhanced engagement metrics.
By working closely with the client and implementing customized strategies in ASO, paid UA, and user engagement, App Guardians was able to deliver positive results in all areas within the 4-6 month time frame requested by the client. If you’d like to benefit from the know-how of app marketing and mobile user acquisition experts, please contact us!
