mDSP

Unlocking User Engagement

How mDSP Boosted Retention for a Leading Social Media Platform

Achieving a 50% Increase

in Install-to-Registration Rate and 17% Day 7 Retention

About the Client:

The client, a renowned player in the social media industry, sought to enhance user engagement and retention. This platform, known for its innovative features and large user base, aimed to convert casual users into loyal subscribers

Brand Objective

The client’s primary goal was to drive user acquisition and ensure long-term retention, focusing on optimizing the install-to-registration conversion rate and enhancing user activity and engagement until Day 7 to promote sustainable user growth.

Challenges

Enhancing user engagement during the critical first week post-install.

Converting new installs into active, registered users.

Maintaining high retention rates in a competitive social media landscape.

Our Approach

Seasonal Ads:

  • Leveraged significant cultural events like the Holi festival in India to enhance performance and brand image in those regions.

Localized Creative:

  • Utilized native languages in creatives to establish a stronger connection with local audiences
  • Incorporated popular app filters in ads to better resonate with users

Inventory Focus:

  • Prioritized the use of SSPs (Supply-Side Platforms) with higher engagement rates.
  • Targeted lookalike audiences to maximize reach and user engagement.

Actual D7 CPA vs Target D7 CPA ($0.97)

80,000.00 Total Ad Spend ($) CPA ($) 60,000.00 40,000.00 20,000.00 2.0 1.5 1.0 0.5 00 0.0 $0.64 $0.72 $0.97 Dec Jan Feb March Spend CPA D7 CPA GOAL D7 $1.18

Results

Achieved a 50% conversion rate from installs to registrations. 50% Install-to-Registration Rate: Improved user retention to 17% by Day 7. 17% Day 7 Retention: Reduced cost per registration by 50%, optimizing the budget effectively. 50% Cost Efficiency: Substantial increase in user activity and engagement within the app, leading to higher subscription rates. Significant User Engagement

Campaign Duration: December 2022 - March 2023

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