Facebook:

Rigorous new user acquisitions were done through Automated App Ads (AAA) optimised for relevant app events and targeted for specific languages and locations.

Gradually shifting the optimizations to deeper in the app funnel to aid conversions relevant for the business objective by in app event specific campaigns.

At any funnel level, where we noticed a drop, we created events & optimized campaigns further at those stages.

Targeting relevant audiences through several lookalikes of high intent audiences, specific interest, and devices relevant to the segment.

Robust remarketing strategy reaching out to the audiences at varied durations of 7 days, 30 days, 180 days after install with different communication to drive in-app events and strengthen the funnel.

Google:

Started New user acquisition campaigns for all available in app actions in the user flow, optimised the campaign for in app action numbers rather than for cost in the first month.

In 2nd month, started optimising the campaign for CAC as the first month’s learning helped us to bring down the CAC within the target.

In UACe Campaigns we targeted the users specifically who did not convert in the last 30 days, which helped us to reduce the CAC by 50% lesser than UAC.

Creative and communication:

Leveraging micro-local influencers and creating performance videos that helped reduce CACs and scale the campaigns 2x.

Robust multilingual marketing strategy used in over 8 languages - including Marathi, Tamil, Telugu, Hindi, Bengali, Punjabi, Gujarati, Kannada to reach out to the audience in their language and owning the market.

Creative experiment to leverage various trending formats like - Reels and animated videos to scale performance marketing.

Understanding the consumer:

Extensive market research through calls with the target audience and understanding their persona and curating content that appeals to them.

Tracking the behaviour of a user - their flow in the app, tendency to choose other Blackbuck products, the devices being used by power users, etc. to establish key metrics like conversion percentages and retention and reach the right user at the right place.