Challenge
Booky is a lifestyle app that helps users find restaurants, salons, spas, and fitness centers in Metro Manila. With a Prime account, users can get amazing discounts and promos on partner establishments. The app’s reach expands by the second across different demographics and other parts of the country. Their Goal Drive User Acquisition Booky wanted to find new and exciting ways to expand its user base and increase the volume of app installs via Facebook, the most active social media platform in the country. The brand aims to become top of mind without blowing the budget.
Solution
A Holistic Approach to Driving Demand & Facebook Conversions Booky wanted to expand its active app user base and encourage new users to make their first transaction with the app within 7 days of installation, all while reducing the cost per install. So, for over three months, Growth Rocket ran campaigns aimed at reaching people in locations with growth potential, namely Metro Manila, Baguio, and Tagaytay. Our strategy was informed by three factors: location, customer behavior, and time. Location, location, location Booky is, essentially, a “near me” app that lets users know what restaurants, activities, and lifestyle centers are nearby or on their exact location. Segmenting audiences based on location would mean that we’re only sending out relevant ads to the right audience. We also zoomed in on Metro Manila and created separate campaigns for each city by highlighting top offers in the area. This form of geotargeting is ideal, given that most app users would choose the establishment closest to them. Intent and behavior Users would want to feel that the app is made especially for them. So, to make Booky’s ads even more personalized, we matched users with relevant offers by segmenting ads based on customer app behaviors (i.e. app install, signup, search, content view, claim attempt). For users who have installed the app and have yet to make a transaction, we launched remarketing campaigns to push them further toward conversion. We also capitalized on intent by configuring audiences that show interest in food brands and Booky’s partner establishments. Perfect timing Time was an equally important factor in our overall strategy. We used dayparting to ensure we’re engaging leads at exactly the right time and place. We divided the day into segments for purchase (namely breakfast, lunch, snack, and dinner). We tailored content to specific audiences throughout the day. We also pushed day-specific offers and highlighted lifestyle offers during weekends. We also took advantage of seasonality, like our “payday offers” strategy. By scheduling Booky’s campaigns this way, we were able to make ads more appealing and relevant to key audiences. Showing ads only when they’re likely to drive results makes for a cost-effective strategy. Creativity Goes A Long Way Strategy is futile without proper execution. With plenty of audience and market insights under our belt, we developed enticing visuals and personalized copy to drive Booky’s goals. We kept our campaigns fresh and engaging, with a wide variety of ad copies that are big on wordplay, local inside jokes, emojis, and fun creatives. To make sure we deliver personalized content efficiently and cost-effectively, we used strategic automation and created product sets that were granularly segmented based on post-install events.
Results
Multiple goals, multiple wins Over the course of three months, we achieved the following: -Booky becomes the #1 Food and Drink app in the Philippines based on usage, surpassing older established brands. -61.02% increase in app installs using carousel and newsfeed ads and product feed. -53% lower Cost Per Install through strategic audience targeting, dayparting, and localization.
Growth Rocket
Growth Rocket is a full-service digital marketing agency that specializes in customer acquisition and retention. We provide a full-funnel digital marketing solution with a focus on Search Engine Optimization, Search Engine Marketing & Display Advertising, and E-Commerce Product & Software Development.
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