LOVOO Gets More Downloads Through Twitter
Berlin, 9th July, 2014. LOVOO tested out new Twitter App Image Cards for one month and saw better results than any other performance marketing channel with more downloads and more registered users.
- 95.8% increase in app installs.
50% lower CPI than any other channel.
95.4% increase in user registrations.
To drive brand awareness and high quality downloads across their core markets in the UK, EU, and Brazil LOVOO implemented the Image App Card, Twitter’s newest mobile app promotion feature and measured its success against other channels. The new feature makes it possible to download the mobile app in one click from Promoted Tweets.
LOVOO analyzed what happened in the one month of running these new Promoted Tweets and found the results to be quite encouraging.
The Results- Twitter outperforms the others
In just 3 weeks, LOVOO saw a drastic change in their Twitter success. Their Twitter CPI outperformed all of LOVOO’s other performance marketing channels by 50% and the cost per install decreased by a whopping 92.1% in relation to Promoted Tweets without the Image App Card feature.
The new mobile app promotion also led to a 95.8% install increase, which LOVOO credits to the one click link to the App Store. But not only did installs improve, registrations of engaged users shot up by 95.4%- nearly double that of other channels.
„ We shifted a lot of our budget from other channels as we began to see Twitter’s high performance and competitive retention rate/ revenue of new users, as well as the high number of retargeted users who reopened the app,“ Kempe adds.
Tips for Twitter app promotion success
Tailor your creative- What the ad looks like makes all the difference for the audience you are trying to reach. It can be gender-centric, localized or even interest specific, but the most important thing to remember is that these ads should be attractive.
Target your audience- Using keywords or geo-targeting can directly specify who should see the promoted tweets and optimize them for certain user groups.
Keep it easy- The Image App Card simplified the process of accessing the app, making it possible to download LOVOO without even leaving Twitter and people who already have the app are reintroduced to what they were missing.