Clearly define your target audience.
Twitter’s clear set of targeting options allowed @WSJAsia to connect with a highly relevant audience through the use of keyword targeting, interest targeting, and the username @WSJAsia. Geotargeting spanned its eight core markets of Hong Kong, Singapore, Australia, New Zealand, South Korea, Taiwan, Malaysia, and Japan. In addition, @WSJAsia targeted people who used Twitter on a new Apple device within one month of purchase, as this timeframe is when users are most active in downloading apps.
Use simple, direct messaging with an offer.
The Twitter App Install Card allowed @WSJAsia to effectively showcase its new mobile application’s look and feel. Tweet copy provided additional context about why users should download the @WSJ iOS app, such as “Get the world-class reporting you need.” Additional copy highlighted that the app was offered complimentary with a subscription, and with a free trial period of one month.
Use mobile app promotion to drive cost-effective installs.
@WSJAsia used Twitter’s mobile app promotion suite to take advantage of the powerful targeting capabilities and connect with an engaged audience that was receptive to the app. The newspaper saw a high volume of installs at a low CPI (cost per install). By tracking the number of app installs, and making midcampaign targeting adjustments according to the results, @WSJAsia was able to improve the efficiency of the campaign.
The targeting capabilities of Twitter allowed us to reach an audience of news-interested users across a wide range of APAC markets. Twitter's mobile app promotion suite was a natural vehicle to drive installs of the new WSJ app more cost-effectively than any other mobile platform.