app user acquisition strategy best practice – top eleven
TRANSCRIPT
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Nordeus App User Acquisition Strategy Case Study - Top ElevenMladen Vlasic, Senior Account Manager, Gaming & Finance, CEE
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Brand AwarenessPerformance - Optimizing for ROIExport Globally
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Top Eleven - Be A Football Manager
Released in May 2010
More than 140.000.000 app downloads
3 million daily active users
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Top Eleven addict - NK Dinamo ZG
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Brand AwarenessMobile App Relaunch with Jose Mourinho as the game ambassadorGoal: raising brand awareness on key markets with getting installs at scale
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Execution strategy
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
Two main goals to be achieved:
Build Brand
Awareness
Installs at scale
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Results
40% brand
uplift on targeted markets
60.000 app
downloads in 6 weeks
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
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Performance - optimizing for ROIGetting the most of all advertising channelsGoal: getting the positive ROI
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Google has 7 products that each reach over 1B
users
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Adwords App User Acquisition Channels
Discovering on Play
Searching on Google.com
Engagingwith Apps
Surfingthe Web
Watchingon YouTube
Proprietary + Confidential
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Play Store Search Ads Success
835% 59% 51% 68%
App installs
on search (1st 30 days)
Cost per install
Retention rate
7days ARPU
Early adoption and efficient implementation result with great success
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Export GloballyGlobal User AcquisitionGoal: getting installs at scale with positive ROI
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Next step:Export globally
17 different
languagesMore than 5.000 image ads uploaded
200 campaigns created
Search, Display, Video
Campaign Launch
Media Strategy Implementation
Media Plan Creation
Market PotentialResearch
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Key Takeaways1. Adapt the content to advertising channel
2. Follow the trends and early adopt new advertising solutions
3. Utilize on all advertising channels within a market to get the overall positive ROI
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Thank you!