About the client

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Moomoo is a global investment and trading platform, chosen by 29M+ users worldwide, thanks to their intuitive interface and AI tools. The app, already very popular in the U.S., is rapidly expanding to multiple markets, fueling its significant growth.  

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The challenge

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When Moomoo reached out to Mapendo, they wanted to increase their market share in the U.S. by acquiring new users at scale. Especially, they were looking for valuable users, who would trade frequently and increase in-app revenue. They relied on Mapendo to face the following challenges: 

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• Intense competition amongst trading apps in the U.S.
• Grow their user base in a cost-effective way by prioritizing high-quality users.

The solution

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In order to target high-LTV iOS users right from the start, Mapendo agreed to launch a CPA campaign aimed at generating in-app deposits. While the CPA model already ensured that Moomoo would allocate its ad spend on paying users, they wanted to add an additional measure. Indeed, they asked Mapendo to optimize the campaign towards users who would deposit a minimum amount.

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Mapendo and their team needed a massive amount of data in order to narrow down the targeting to such high-quality users. Therefore, they started buying ad placements from many different app categories, while allocating half of the spend to the inventory that worked well for similar apps based on the team’s experience. In addition, the ML-driven optimization focused on registrations first, in order to target valuable users. 

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Mapendo’s AI-driven platform created a matrix for every impression, click and app install delivered from the beginning. After the first FTDs started kicking in, the traffic acquisition focused on the pockets (matrix cells) with better “rewards”. In this case rewards were FTDs over the minimum and led to a massive boost in the campaign performance. 

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The results

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Once the optimization process was fully implemented, Mapendo had increased both installs and registrations 3X, while FTDs have achieved 185% growth since the campaign started. 

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The following results were achieved:

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• Installs +250%
• Registrations +237%
• FTDs +186% 

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With the majority of FTDs confirmed by the client’s internal database, the minimum threshold for deposits was not necessary anymore and thus removed. While the optimization strategy proved successful, Mapendo and moomoo are still willing to improve their partnership, by testing additional traffic channels and working on new solutions in the CPA strategy.