Case Study

Kumu

kumu round logo

Background

Country

Philippines

Service

Performance Marketing

Industry

Media

Platform

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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
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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
Kumu Thumbnail The Winning Approach ROAS
Top Performing for App
Installs
Kumu Thumbnail The Winning Approach Installs
Top Performing for
App Purchases
Kumu Thumbnail The Winning Approach App Purchase

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