An online luxury specialist retailer boosts high-value downloads of its shopping app
increase in app installs
ROI in first quarter
reduction in cost per install
Luxury online fashion seller Reebonz was about to move into a new market: the Middle East (@ReebonzME). It wanted to boost brand awareness amongst women in the region, drive downloads of the app that customers could use to buy products in its online store, and maximise its revenue from the new market.
Using @Nanigans advertising automation software, @ReebonzME used App Cards featuring attractive graphics that would appeal to its target market of women living in Saudi Arabia, United Arab Emirates, and Kuwait. The brand used tailored audiences to reach users who had previously installed similar apps. With interest targeting, it connected with people who liked beauty, style and fashion, and travel. With @username targeting, it reached users who were following popular designer brands like @BALENCIAGA, @givenchy, @YSL, and @Prada.
Steps to success
1. Explore your targeting opportunities to optimise reach.
As the campaign progressed, @ReebonzME used Nanigans’ software tools to create and test different targeting options, then monitor the performance of each. With the results, it fine-tuned its targeting choices to better zero in on its ideal audience, and find people who would be most likely to download the app and buy products through it.
2. Use a simple, strong brand identity to stand out in the crowd.
@ReebonzME knew that there are many brands in its sector trying to get the attention of people in its new market, the Middle East. The company positioned itself with a simple identity: the perfect one-stop online shop for the best in luxury and designer products.
3. Monitor your campaign in real time to boost performance.
@ReebonzME monitored the performance of each image used in an App Card, analysed its most popular content, and created new images that would appeal more strongly to its target audience.
@ReebonzME achieved a growth of four times new app installations monthly over the course of the campaign and gained 3,344 new followers. The brand also reduced its average cost per install (CPI) by more than 20%. Most importantly, the new app installations were made by high-quality users, with higher frequency of purchases. @ReebonzME saw over 530% return on investment (ROI) in the first quarter of 2016.
We found Twitter’s tailored audience targeting very useful, especially the App Store category, which allowed us to aim our campaign at people who have installed similar travel and lifestyle apps on their mobile devices. The Twitter and Nanigans algorithms were able to give us a much higher lifetime value of our customers than any other similar social advertisement platforms.
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