Overview

Acquiring new users is a typical objective for mobile marketers; however, proving incrementality across a new supply category can be challenging. A popular FinTech app was interested in FeedMob’s exclusive partnership with Samsung, as the UA team needed users to not only install the app but also meet key retention goals. This client was having issues identifying marketing channels that could deliver scale, incrementality, and meet retention cost per acquisition (CPA) targets effectively.

Approach

FeedMob’s partnership with Samsung allowed this FinTech brand to access featured placements in the Galaxy Store. FeedMob employed a comprehensive two-day push notification campaign to increase the app’s installations, with an analysis conducted against the clients’ organic campaign to prove incrementally.

FeedMob’s strategy involved sending a broad push notification to all Samsung Galaxy users, highlighting the FinTech app’s value proposition of early payday features. This approach aimed to maximize reach and capture the interest of potential users across the entire platform. These users were segmented into ideal audiences based on their demographic alignment with the app’s target audience.

Results

After the campaign concluded, the results were impressive. The FinTech app, which initially had an average daily install rate of 23,000 users, experienced a significant surge of 81,000 additional non-organic installs over 2 days. Importantly, there was no discernible impact on organic installs, confirming that the increase in installations was indeed incremental.

Organic Installs vs Push Notification Installs

A 350% increase in installs demonstrated that the campaign addressed the challenge of scale and engaged the demographic effectively without compromising the app’s organic growth. The stability in organic installs, alongside the surge in overall installs, suggested that the campaign successfully attracted new users who were likely to align with the app’s retention goals. Additionally, performance beat their targeted CPA by 13%.

Overall, the client was able to use broad-reaching notifications on a platform like the Samsung Galaxy Store across a user base that aligns closely with the app’s target demographic. This resulted in the client being able to meet challenging marketing objectives and prove that these tactics deliver value, scale, and credibility.

13%

Below Target CPA Goal

350%

Increase in Installs

No Impact

on Organic Installs