Impact
We were tasked with driving app installs in android phones across India. Before the campaign started during end of Jan, 10 million people have already downloaded the app.
We created segments based on age and gender. Our hypothesis was that younger age groups will be easier to convert and within younger age groups, males would be more likely to download the app.
We targeted an age band of 5 years starting from 18-25, 25-30 and so on. We also re-targeted people who clicked on the ad but did not download, optimizing based on segments with the best cost-per-download conversions.
Our efforts helped secure 2 Lakh app installs in 2 weeks.
The results proved our Hypothesis correct. Males (90%) & younger audiences (18-34) had the highest downloads and we saved a significant part of our budget by not targeting non-relevant audiences.
