Cut The Rope
Objective
Drive profitable downloads of the freemium Cut the Rope App. The focus needed to be on efficiency of the life-time value of acquired users as well as improving the app’s overall Apple Store ranking within the gaming category (Target #50 – #70).
Solution
We carried out extensive research to define the optimum spend required to achieve top rankings through complex modelling of app store positions. Live real-time data was used to optimize and measure burst, on-going activity and the associated halo effect.
Results
The campaign was a phenomenal success with rankings from the initial burst maintained for a full week and the on-going halo effect delivering high value users.
Features
BBC – Top Gear
Objective
Drive efficient downloads of quality users for BBC’s TopGear iPhone and Android app. Efficiency and chart position were key.
Solution
The strategy encompassed targeted performance buys across performing networks, premium placements and tactical chart boosting activity. Aggressive Cost Per Instillation (CPI) deals delivered high volume of downloads.
Results
The CPI strategy delivered efficiency through targeted downloads. Chart position increased to within the top 80 on iTunes and moved into the top 25 within the Google Play store.
Features
Mini
Objective
To generate a high volume of quality leads; capturing names, email addresses, contact numbers and home addresses for a competition to win a holiday.
Solution
We created mobile banners and a data capture mobile optimised landing page to complement an inserts campaign that was running in magazines and weekend newspapers. The banners were channel targeted and optimized across performing networks and selected automotive premium sites.
Results
Mobile performed far better than any other channel in the campaign, delivering a large volume of clean leads at a low CPL whilst building awareness within the target audience.
Features
Pfizer – Stable mate
Objective
We built and launched the Pfizer StableMate iPhone app for horse owners. The key objective was to find and reach the highly niche audience on mobile and generate downloads and active users.
Solution
Our coms planning department carried out a huge amount of analysis to determine where this niche audience was on mobile and developed a highly targeted strategy. Creative messaging enabled us to tap into the demographic.
Results
All the research and planning paid off and we were able to target the right audience, generate downloads and and ultimately long-term users.
Features
The Economist
Objective
Drive lead generation and ultimately long-term subscriptions of the Economist digital offering in the US and UK.
Solution
We worked closely with the Economist to refine and optimize the mobile user journey and develop an always on mobile acquisition strategy which delivered on their Cost Per Subscription (CPS) goals. Sophisticated tracking was key and ensured media placement was optimized in real-time towards actual long-term subscribers.
Results
The long-term partnership has delivered excellent results for the Economist with CPS targets achieved and a long-term road map in place for ongoing mobile subscriptions.
Features
Plarium
Objective
Launch Plarium’s leading strategy game Total Domination on iPad acquiring active users with a high Lifetime Value.
Solution
Prior to the US launch, Australia was chosen for a test market to build learning’s and performance data. A full scale test campaign included CPI networks, CPC inventory from premium networks, mobile video partners and Wi-Fi providers. Performance and user value were meticulously tracked through AD-X, reported on and optimized in real-time.
Results
High volumes of engaged users at low cost per acquisition. Information on performance, monetization rates and user engagement were applied to international launch strategies.
Features
YPlan
Objective
To coincide with the launch of their innovative new London based events booking App, YPlan needed to hit the iTunes charts with a bang and generate engaged users quickly.
Solution
Our central strategy unit and media planning team defined the optimum spend required to achieve top rankings in the highly competitive iTunes Lifestyle category. We carefully crafted a campaign to achieve their goal of a top 5 position, with the aim to generate organic downloads of engaged London users.
Results
Exceptional results were achieved with YPlan reaching the Top 3 positioning for their category, a massive feat for a London only app.
