Here are a few Twitter App Install Ads case studies to help brands and agencies understand its functioning and capabilities better.
Statistics reveal that, the average consumer is spending 2.8 hours a day using mobile devices and 90 per cent of that time is spent within apps. Mobile is actively evolving into the first screen and the need of driving app installs has never been more pertinent.
Twitter has a dedicated advertising suite to drive app installs. Here are a few Twitter App Install Ads case studies to help brands and agencies understand its functioning and capabilities better.
Aceable, an education company used Twitter to connect with users who were participating in conversations about driver education, and to spread the message that the curriculum can be completed in a convenient and engaging way. To drive installations of their app among their target audience, Aceable launched an app install campaign with Twitter Ads. The brand targeted teenagers living in the state of Texas.
Aceable explored a variety of content styles to see which approaches drove the most app installs. One tactic that worked for them was sourcing content from their users. Aceable used follower targeting to reach users similar to the followers of niche content creators, such as @SMOSH and @CameronDallas, that are popular with teens. Since the curriculum in their app was intended for new drivers, reaching a young audience was critical to their success.
The result of the campaign saw 33 percent lower cost-per-install using Twitter than with the competition.
BillBachao, an India-based company that helps people find the most suitable mobile plans for their needs partnered with the agency @befoxy to create an app installs or engagements campaign. The brand targeted, money-conscious 16-25 year olds and mobile savvy college students in India. By including a question in their Tweet copy, BillBachao helped users feel like they were part of a conversation and compelled them to click through.
BillBachao found their target audience often Tweeted mobile devices and related topics. By using keyword targeting, BillBachao could reach high-intent audiences looking for phone plans. To drill down even further, they used geo-targeting to ensure they showed campaigns only to users in areas where they operate. The campaign resulted in 56 percent growth in app installs.
Sufferfest, an endurance platform for cyclists decided to create an app installs campaign to drive awareness and downloads of their subscription-based video training app to an even wider audience. The brand targeted people around the world interested in competitive cycling and fitness training.
They worked with a local agency, One Small Step Collective (@OneSmallStepAus), to create bold graphics for their App Install Cards that clearly communicated the app’s value and prompted users to click to install. Since their app was geared toward a very specific audience, the Sufferfest used follower targeting to reach a niche group: hardcore cyclists.
The campaign resulted in more than 25,000 clicks to download their app from Twitter during the campaign.
Tiendeo, a mobile app that provides information about offers and promotions in nearby stores was looking for ways to boost downloads of their app. They chose an app installs campaign with Twitter Ads because of Twitter’s predominantly mobile user base and the ability to specifically target these users.
The objective of the brand was to target shoppers in Colombia, Denmark, France, Italy, Norway and Spain. Tiendeo wanted to reach and promote their app to users interested in local retail offers and promotions. To reach this niche audience, they used username targeting to reach the followers of accounts that offer a similar services or retailers. Tiendeo identified several TV programs with audiences that aligned with their target market, such as Espejo Público & Masterchef o El Programa de AR. They saw that users were participating in conversations about these shows on Twitter, so they used TV targeting to serve their app install advertisements to this highly engaged and relevant audience.Using image app cards, Tiendeo was able to pair screenshots of their app with a strong call to action inviting users to install it immediately.
The campaign resulted in 30 percent lower cost-per-install, compared to other marketing channels.
Wazypark, a free mobile application that allows users to find free street parking places in real time, was looking for ways to reach their target audience, generate app downloads and get new users to sign up for their platform. They decided to create an app installs campaign with Twitter Ads so they could regionally segment users and target a niche audience. The brand wanted to target young professionals living in Spain.
To reach a specific audience, the brand used follower targeting to target the followers of specific Twitter accounts and users like those followers. To drill down even further, they then used geo-targeting to make sure they were only showing their campaigns to users in areas where their network operates. For their App installs campaign, Wazypark created App Cards to showcase their application in a Tweet and prompt users to download.
The campaign, resulted in 83 percent lower cost-per-install compared to other marketing channels.
The measurement capabilities of mobile app promotion allow you to view your mobile app card engagement and conversion metrics and optimize towards cost-efficiency and return on investment. Twitter app install ads can create far reaching effects with right budgets and strategy.