Some details
Objectives
On-demand reality TV service, hayu, wished to establish themselves as a serious contender against existing big-name entertainment brands that were dominating the app stores and outspending all their competition.
Strategy
Discoverability and engagement strategies are central to our multifaceted framework for mobile growth. Working collaboratively with paid
acquisition, we help lay the groundwork needed for users to convert using our unique service, Fit to Market.We started by giving hayu a deeper insight into the app through a granular diagnostic and competitive review. We worked closely with the product team to integrate an analytics tool into the app, using tracking systems and architectural flows to give us invaluable visibility of their users’ behaviour. We also implemented a robust in-app messaging retention strategy and implemented our OS specific App Store Optimisation programme. This boosted organic discoverability of the app. We mapped out the long-term financial gain and benefits to the business and integrated mobile into their wider goals.
Results
The results were transformational and our strategy directly contributed to huge amounts of organic installs, achieving a top 5 ranking in the UK Apple App Store for the entertainment category. We also the won App Marketing Campaign of the year at the App Growth Awards 2017.
