Case Study: App Download & Registration Campaign for a Health & Wellness Brand

Objective

The campaign aimed to drive App Downloads + Registrations, as the company measured success based on the number of users completing both actions.

Campaign Overview

  • Campaign Type: Paid User Acquisition (App Downloads + Registrations)
  • Platforms: Facebook Ads, Google UAC, Instagram Ads, Affiliate Marketing
  • Target Audience: Health-conscious individuals, fitness enthusiasts
  • Geographical Focus: India
  • Duration: Jan 2023 – Dec 2023
  • Key Metric: Successful App Download + Registration
  • Cost Per Download (CPD): INR 25

Execution Strategy

Creative Strategy

  • Used engaging videos, GIFs, and testimonials to highlight app features and benefits.

Targeting

  • Focused on interest-based, lookalike audiences, and retargeting campaigns to improve user acquisition.

Optimization Techniques

  • A/B testing to identify the best-performing ad creatives and messaging.
  • Bid adjustments to optimize ad spend efficiency.
  • Budget allocation toward high-performing platforms and demographics.

Performance Overview

The campaign began in the first quarter (Q1 2023) with 1,20,000 successful App Downloads + Registrations, establishing a strong user base. In the second quarter (Q2 2023), further optimization efforts, including retargeting and refined audience segmentation, led to an increase, reaching 1,50,000 downloads and registrations.

By the third quarter (Q3 2023), the campaign continued to scale, benefiting from enhanced ad creatives and improved engagement tactics, resulting in 1,80,000 downloads and registrations. The final quarter (Q4 2023) saw the highest engagement, driven by year-end fitness trends, leading to 2,00,000 downloads and registrations.

Overall, by the end of FY 2023, the campaign successfully acquired 6,50,000 users through strategic targeting and ongoing optimization.

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App Download + Registration Campaign
Adsolave Media (3)

Key Insights

  • Q4 (Oct-Dec) saw the highest engagement, influenced by seasonal health trends and increased fitness resolutions.
  • Google UAC & Instagram Ads emerged as the best-performing acquisition channels, contributing to significant user growth.
  • Challenges: The campaign initially faced high drop-off rates due to a lengthy onboarding process, impacting early-stage conversions.
  • Optimization Wins: A simplified registration flow and improved retargeting strategies played a critical role in boosting conversions and reducing drop-offs.

Conclusion

The campaign successfully acquired 6,50,000 users by leveraging a mix of targeted advertising, engaging creatives, and continuous optimization. The insights gained will help shape future user acquisition strategies, ensuring even greater efficiency and engagement in upcoming campaigns.

For the fiscal year ended May 31, 2005, revenues increased 12 percent to $13.7 billion, compared to $12.3 billion in fiscal year 2004. Changes in currency exchange rates contributed three percentage points of this growth, while the acquisition of Converse and Starter added one point. Full year net income was up 28 percent to $1.2 billion, or $4.48 per diluted share, versus $945.6 million, or $3.51 per diluted share, in 2004.