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

http://youtube.com/v/dtEqBgkZTP0

http://youtube.com/v/YPGdLJcdFnk

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!