Case Study
Kumu
Background
Country
Philippines
Service
Performance Marketing
Industry
Media
Platform
OBJECTIVE
High-profile targeting and optimization of user’s journey data to increase acquisition and revenue
ABOUT KUMU
Kumu is a well-know Filippino social TV app that has three million registered users and about 25,000 live streams broadcasts each day.
THE CHALLENGE
To help them to reach new users with strong potential spending profiles and get these new users to spend for the first time on the app.
Our Strategy
1
Revamp Ad Structure
Applied a full funnel always on Ad structure across Facebook, Google UAC for acquisition, remarketing for conversion
2
Targeting optimization with
provided 3rd Party Data
Targeting optimization with provided
3rd Party Data
Including targeting outside the Philippines and reactivation campaigns to reach out to their former app users.Launch of campaigns with extensive A/B testing on both visuals, copy, and languages.
3
A/B Testing
Launch of campaigns with extensive A/B testing on both visuals, copy, and languages.
4
Strategically replacing
the use of static banners with
Motion Videos
Strategically replacing the use of static
banners with Motion Videos
Further improved performance both regarding reduction in cost per action and improvements in ROAS and Revenue performance
The Result
+
0
%
ROAS
-
0
%
Cost per purchase
x
0
Growth in-app purchase
x
0
Growth in High Value app installs
Ranked # 1 in the Philippines IOS Store within the same period of time.
THE WINNING APPROACH
Focus on A/B Testing and Motion Video
The two main contributors to the overall performance lift was the high-profile targeting using 3rd Party Data and
A/B testing using motion videos over static banners.
Top Performing for
ROAS
ROAS
Top Performing for App
Installs
Installs
Top Performing for
App Purchases
App Purchases
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