THE CLIENT

ASICS, a Japanese athletic sports company, launched the MY ASICS Run Training app which tailors programmes to runners’ needs. In order to increase visibility and interest, ASICS looked to us to implement an app install strategy across its core non-English markets.

THE OBJECTIVES

• Deliver 13,000 installs at a cost-per-install of $5
• Target multiple markets based on language set and behaviour
• Generate account sign-ups post download

THE STRATEGY

Over the course of four months, we ran display and paid social campaigns in order to achieve our objectives. Whilst display tends to see an incremental increase in engagement over time, paid social usually sees steady engagement throughout – thus running the two in tandem would benefit brand awareness and uptake.

• We analysed and optimised campaigns daily
• We ensured the quality of users fitted the ideal persona
• Budget was attributed towards creatives which performed best
• Images were tailored based on location and gender
• Paid Social used three ad formats with high engagement rates with the target audience: Facebook Carousel Ads, Twitter App Cards and Instagram advertising

THE RESULTS

• 22,127 app installs from paid social – a 70% overachievement
• 14,095 app installs from display – 8% above target
• Multi-platform targeting resulted in a positive halo effect for installs

Facebook Carousel Ads

• Engagement rate of 3% through Facebook Carousel Ads
• Cost-per-install came in at half the target budget
• For every two downloads, one account was created

Instagram advertising

• Ideal platform for awareness and branding
• Halo effect when running in tandem with ads on other platforms

Twitter App Cards

• Exceeded download target by 6%
• Target installs at least doubled in Spain and Japan

Display

• Overachieved app install target by 31%, 18% and 103% across France, Germany and Russia respectively
• 2,320 accounts created post-download
• Average loyalty index across markets was 81% - attributable to focused targeting
• 16.5% of all downloads resulted in account creation
• Upward trend of clicks and installs over time