Some details
The Objectives
- Drive free installs and purchase of The World in 2015 app
- Create an uplift in organic activity through App Store Optimisation
- Increase brand awareness of The World in 2015 and the broader Economist brand
The Strategy
The strategy was to build campaign showcasing the latest mobile marketing tools to achieve our client’s
objectives. We ran a blended iOS media campaign across multiple networks, comprising of rich media, video (incentivised, broad-framed and premium), App Store Optimization, retargeting, multiple banner creative, non-incentivised CPD and CPA offerwall activity running across eight key countries and iOS devices.App Store Optimisation
The ASO strategy for The Economist consisted of a complete app store overhaul for both iOS and Android with on-going monitoring and optimising throughout the campaign.
Yodel Mobile also created the app store video, highlighting the key features, whilst showcasing the flow and ease of use. The video helped to utilise the app store presence to its full capacity and ensure downloads
The Results
The campaign generated 124k new installs over the two month campaign with download figures almost 100% better than the previous year.. The cost per install for The World in 2015 campaign was half the CPI for the previous year.
