Case study | ASICS

How Greenlight implemented a fully targeted app install strategy for the ‘MYASICS Run Training’ app.

The Client

ASICS, a Japanese athletic sports company, launched the MYASICS Run Training app which tailors programmes to runners’ needs. In order to increase visibility and interest, ASICS looked to us to implement an app install strategy across its core non-English markets.

The Objectives

We sought to achieve the following core goals:

  • Deliver 13,000 installs at a cost-per-install of $5
  • Target multiple markets based on language set and behaviour
  • Generate account sign-ups post download

The Strategy

  • Over the course of four months, we ran display and paid social campaigns to not only ensure the quality of users fitted the ideal persona but also to attribute budget towards creatives which performed best, with the aim of maximising results in the time set. Through daily analysis and optimisation of the campaigns, we were able to tailor messaging and imagery based on location and gender, further improving accuracy of targeting and keeping spend down. We used three paid social ad formats which demonstrated high engagement rates with the target audience to ensure best results; Facebook Carousel Ads, Twitter App Cards and Instagram advertising. Whilst display tends to see an incremental increase in engagement over time, paid social usually sees steady engagement throughout – thus running the two in tandem would benefit brand awareness and uptake.

asics case study

Display & Paid Social

Results
  • 22,127 app installs from paid social

    A 70% OVERACHIEVEMENT

  • 14,095 app installs from display

    8% above target

  • Multi-platform targeting resulted in a positive halo effect for installs

All Results

  • Facebook Carousel Ads

    We achieved a 3% engagement rate through Facebook Carousel Ads alongside a cost-per-install which tallied in at half the target budget, allowing for high cost efficiencies. Furthermore, for every two downloads, one account was created.

  • Instagram advertising

    Instagram proved to be an ideal platform for awareness and branding, which ultimately spurred a halo effect when running in tandem with ads on other platforms.

  • Twitter App Cards

    This format exceeded our download targets by 6%, highlighting their strong fit with the target audience. Furthermore, target installs at least doubled in both Spain and Japan.

  • Display

    We overachieved app install targets by 31%, 18% and 103% across France, Germany and Russia respectively, which led to 2,320 accounts being created post-download. Display also encouraged an upward trend of clicks and installs over time, leading to an average loyalty index across markets of 81%.

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