6 million app downloads across the globe in less than 30 weeks
Zipt is a mobile-based application for VoIP communication that allows consumers to make international calls and SMS from their mobile phones with some of the world’s lowest call rates. It can be installed on any smartphone and uses less data than similar products available on the market. Our goal was to reach the target audience on predefined target markets and get as many app installs as possible while keeping the cost of installation under the value set by the client within the first three months of the campaign launch.
- Google Advertising
- Facebook Advertising
- Content Marketing
Three main challenges
We wanted to create strong brand awareness in a market saturated with well-known messaging and calling applications such as WhatsApp and Viber. We also wanted an efficient marketing mix that would lead to app installs while keeping the cost of installation under the value set by the client, and create and connect analytics tools in order to optimize campaigns based on app installs, usage of the app and credits revenue.
The primary step in creating the solution was to define initial target markets and target personas. Initial target markets were India, the Philippines, Brazil, and Mexico, which were defined by the client and were based on mobile devices and market research about apps. Initial target markets were expanded during the course of campaigns to all Tier 3 and Tier 2 countries in the world.
Action plan - INITIAL PHASE
The main goal of this phase was to test the market before the application itself was launched. This campaign lasted for one month and was comprised of Facebook and Google advertising with the goal of getting as many users as possible to subscribe on client’s website. This campaign gave us a great insight of user interest for an app like Zipt on initial target markets as well as a good overview on how to expand to different target markets. At the same time, we finalised the setup process for analytics and initial SEO. Further on, SEO specialists and content creators worked together in order to keep the website optimisation on a high level.
Action plan - LAUNCH PHASE
The main goal of the launch phase was to get as many app installs as possible while keeping the cost per install under the value set by the client. Simultaneously, as a part of SEO activities, a blog was launched on client’s website and populated with new articles on a weekly basis. It was done to keep the website’s position on Google search high when users wanted to find out more about the app before installing it, and to have content ready for sharing on social networks in order to improve Zipt’s brand awareness.
Facebook’s advanced targeting possibilities
On Facebook, we used Facebook advance Behavior and Life Events targeting criteria to target: expats frequent travelers, frequent international travelers, people planning to travel, people who are away from their family and their hometown, long-distance relationships, recently moved, friends of recently moved. All of these audiences highly match Zipt’s primary target persona.
Google’s advanced targeting possibilities
On Google, we used contextual, interest affinity audiences, interest in market audiences, topics, and placement targeting possibilities to target people who travel a lot. We also used keyword phrases related to calling apps, cheap calls, and long-distance calls as there is a high probability that users who are searching phrases related to these topics are interested in Zipt. Campaigns were then optimized and budgets were arbitraged towards better-performing channels, campaigns, and markets. In addition to that, channels, markets, and campaigns were A/B/n tested on the parameters such as channel (Facebook, Google Search, Google Display), market (geographically), targeting, bidding, ad Format (text, image, video), ad copy. At one point, campaigns were live and running on more than 60 different markets.
- 1.310.762 number of installs
- 5% lower overall cost per install than set by the client achieved in the third month of the campaign
- 20% lower overall cost per install than set by the client achieved in the fourth month of the campaign
- Over 12% average overall conversion rate
- 5% lower cost per install on Facebook campaigns than set by the client achieved in the third month of the campaign
- 2,5% lower cost per install on Google campaigns than set by the client achieved in the third month of the campaign
- 30% lower cost per install on Google campaigns than set by the client achieved in the fourth month of the campaign
- 5% lower overall cost per install on all campaigns than the KPI set by the client
Umberto Mondello, CEO and Co-Founder
"To cater for strong uptake in our mobile communications application Zipt, we engaged Degordian to upgrade our back end operating platform and help create ‘Zipt Mark 2’. Degordian was instrumental in the delivery of Zipt Mark 2, on budget and in time to coincide with the commencement of our Global Brand Ambassador Campaign. As our digital media agency, Degordian has been a key driver of our marketing initiatives helping Zipt to achieve 6 million downloads across the globe in less than 30 weeks. Degordian has been a key partner to ZipTel in the success of Zipt."