ABOUT THE COMPANY & CHALLENGE
Capshot, India's indigenous social media platform, empowers users to craft, modify, and remix memes, short videos, and GIFs. The objective was to foster a vibrant community of meme creators, providing a platform that nurtures their creative potential. From its inception during the ideation phase, our partnership with Capshot has been instrumental. Our focus, post-public launch, centered on a pivotal element - User Acquisition. Today, Capshot stands as the world's largest and continuously expanding community of meme and video creators. The journey, from concept to reality, reflects our commitment to cultivating a global hub for creativity within the dynamic realm of social media.
The challenge was twofold: introduce a niche product to a challenging online audience and acquire installs with the lowest possible Cost Per Install.
EXECUTION STRATEGY
In tackling the challenge of reaching a niche audience, we delved into the question of targeting online meme creators for our product. Faced with the absence of a direct method to reach this audience, our strategy involved initiating broadly targeted campaigns and gradually refining based on responsive audience pockets. Implementing install-centric, brand awareness, and remarketing campaigns, we initially targeted all individuals in India interested in memes and comedy-related content. This approach yielded vital data on audience interests, effective locations, and device preferences, shaping our subsequent targeting strategies. Leveraging Look Alike audiences, we enhanced installs and decreased CPI, capturing quality users and significantly boosting retention rates.
Extensive A/B testing played a pivotal role in optimizing our creative approach to reduce CPI and increase conversion rates. Starting with creatives highlighting App Features, we progressed to testing memes as creatives—an ideal approach to resonate with meme creators. Meme-based advertisements not only skyrocketed our app installs but also led to a substantial reduction in CPI.
Within a year of our engagement, we achieved a remarkable milestone of 100k+ app installs, marking a significant achievement in the realm of meme-centric targeting. Furthermore, our concerted efforts led to an impressive 50% reduction in CPI, showcasing the success of our tailored strategies and creative experimentation.
Through data analysis and understanding user personas, we identified a potential interest in High Streetwear, enhancing inventory and driving remarkable order growth. The strategic addition of marketing channels further fueled overall expansion.