Post on 12-Apr-2017
transcript
Nordeus App User Acquisition Strategy Case Study - Top ElevenMladen Vlasic, Senior Account Manager, Gaming & Finance, CEE
Brand AwarenessPerformance - Optimizing for ROIExport Globally
Top Eleven - Be A Football Manager
Released in May 2010
More than 140.000.000 app downloads
3 million daily active users
Top Eleven addict - NK Dinamo ZG
Brand AwarenessMobile App Relaunch with Jose Mourinho as the game ambassadorGoal: raising brand awareness on key markets with getting installs at scale
Execution strategy
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
Two main goals to be achieved:
Build Brand
Awareness
Installs at scale
Results
40% brand
uplift on targeted markets
60.000 app
downloads in 6 weeks
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
Performance - optimizing for ROIGetting the most of all advertising channelsGoal: getting the positive ROI
Google has 7 products that each reach over 1B
users
Adwords App User Acquisition Channels
Discovering on Play
Searching on Google.com
Engagingwith Apps
Surfingthe Web
Watchingon YouTube
Proprietary + Confidential
Play Store Search Ads Success
835% 59% 51% 68%
App installs
on search (1st 30 days)
Cost per install
Retention rate
7days ARPU
Early adoption and efficient implementation result with great success
Export GloballyGlobal User AcquisitionGoal: getting installs at scale with positive ROI
Next step:Export globally
17 different
languagesMore than 5.000 image ads uploaded
200 campaigns created
Search, Display, Video
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
Key Takeaways1. Adapt the content to advertising channel
2. Follow the trends and early adopt new advertising solutions
3. Utilize on all advertising channels within a market to get the overall positive ROI
Thank you!