Leading OTT Aggregator Achieved 49% Stickiness Through It's App Campaign​

OBJECTIVES

The objective of the campaigns was to acquire high quality users on App. We measured the quality of the user through retention KPIs like:

-Open Rate

-Uninstall Rate

-Stickiness (DAU/MAU)

PURETECH DIGITAL'S EDGE

• Created and classified multiple events using a funnel approach. Imported tracked events from Appsflyer to Google Ads.
• Strategically created campaigns based on funnel stages:
• - TOF: Events like app open and onboarding completion.
• - BOF: Events with low conversion rates such as signups and watching content.
• Automate a series of onboarding and re-engagement emails to keep users engaged.
• Tactical event creation improved churn rate, open rate, and retention for paid acquisitions.
• Use targeted messages within the app to guide users, offer tips, or promote new features.
• This strategy also facilitated remarketing to audiences who hadn't completed specific events, using tailored communication in ACE campaigns.