After eight weeks, Fiksu’s campaign far exceeded Global’s initial goals, with installs almost doubling (94% higher) expectations and CPIs clocking in 31% lower than goal. And those users were listening again and again: of the users acquired through paid channels, 22.5% engaged multiple times with the Capital XTRA app. Factor in the organic users gained as a result of increased visibility from the paid campaign, and that number jumps to nearly 38%.
It also selected a partner with a unique combination of data, reach and optimization.
Two of Fiksu’s personas, Media Mavens and Millennials, proved successful in acquiring loyal users. Both personas effectively reached—and kept—the youthful, “tastemaker” audience Capital sought, with targeting Media Mavens resulting in a 65% rate of returning users and Millennials reaching 49%.
Also interesting was that incent, traditionally a higher volume but lower loyalty network, drove the lowest cost per loyal user, beating the next best performing network by over 56%. It’s important to note that this does not mean that incent networks drove the highest rate of returning users: in fact, only 20% of the users who downloaded Capital XTRA from FreeMyApps returned. But the initial acquisition costs were even lower, so the per-loyal-user cost came out ahead. As incent networks are generally frequented by younger audiences, it stands to reason that when an app such as Capital XTRA appeals to a younger base, incent networks can be excellent tools in driving cost-effective loyalty.
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