How Greenlight implemented a fully targeted app install strategy for the ‘MYASICS Run Training’ app.
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.
We sought to achieve the following core goals:
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.
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
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 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.
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.
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%.