Sociaaal partnered with Mapendo to fuel the growth of multiple apps included in their portfolio like Litstick, Celebs and Fontmaker. This partnership relied on a continuous and insightful communication from Sociaaal UA team, which was always keen on testing new strategies and solutions offered by Mapendo, while providing detailed feedback on the performance.
The Challenge
Sociaaal apps like Litstick and Celebs both had a very large user base in the US. Therefore, they partnered with Mapendo to discover new sustainable ways to acquire and engage high-LTV audiences, especially iOS users who are supposed to have higher purchasing power. The main goal was to achieve a positive ROAS from new users, based on their post-install activity. Both apps’ monetization is driven by in-app purchases and subscriptions, which start after a free trial.
The Solution
Sociaaal started running CPI campaigns with Mapendo, targeting iOS users in the United States for their most popular app, Litstick. Leveraging Adjust integration, they set up postbacks for key in-app events like free trials and subscriptions, allowing Mapendo to gather accurate data and optimize the campaigns towards post-install events, especially subscriptions.
Mapendo’s ML-powered platform yielded positive results early on, in terms of install-to-trial and trial-to-subscription rates. Granular optimization and contextual targeting proved to be very effective in acquiring high-LTV users. Thus, both teams agreed to significantly increase the number of new users, testing Mapendo’s CTV campaigns and bidding on higher CPIs.
Sociaaal UA team’s willingness to try new solutions and their immediate feedback made the campaigns very effective in bringing the desired results. After a quick learning phase, the CTV performance-based campaigns led to a massive spike in new users, while also maintaining the same level in terms of subscription rate and ROAS.
The Results
Sociaaal and Mapendo’s partnership on Litstick UA campaigns reached the desired outcome, bringing new users with a steady trial-to-subscription rate, always above 20%.
In addition, CTV performance-based campaigns exceeded expectations, resulting in a significant scale in the number of new users acquired, which grew 3X in a single month.
After seeing the valuable performance of Litstick campaigns, Sociaaal enlisted Mapendo to help them with their user acquisition efforts on multiple additional apps. They launched new campaigns to promote Celebs, Fontmaker and Autopaste. As a result, Sociaaal’s ad spend with Mapendo increased 4X, expanding their partnership beyond the United States.
