The global market size for mobile apps was estimated to be $154 billion in 2019 and is expected to further grow at a CAGR of 11.5% between 2020 and 2027. While this growth might inspire many companies that are about to launch their mobile app, the rapidly increasing number of apps in almost every industry means that marketers need to think out of the box to benefit from these applications.
To make the most out of these apps, they need to harness the potential of existing social media platforms that can give them the necessary exposure to drive awareness just like these three mobile apps did by leveraging Snapchat’s potential.
1. Swiggy
Swiggy is India's largest and most valuable online food ordering and delivery platform.
Their Objective
Swiggy wanted to deliver a maximum number of new orders each month at a minimum cost per acquisition.
Solution & Approach
Swiggy tested and invested in the Snapchat campaign based on the performance of a publisher through various parameters like order value, order frequency, coupon redemption, and type of restaurant chosen for delivery. It also leveraged multiple Snap ad products and found much success with Snap Ads.
Swiggy also used Snap Ads to run app-install campaigns, which was largely successful not only with respect to the number of installs but also with regard to the quality of the users. It used a combination of lookalike and predefined audience targeting to effectively reach Snapchat users who were more likely to engage.
The Result
Swiggy used Snapchat’s Ad platform for over a year, which helped it achieve an 18% growth in first orders from June to December 2019 and an approximate 49% increase in first orders compared to June to December 2018. It also delivered a minimum of over 11,000 new orders every month.
2. Fordeal
Fordeal is a cross-border global e-commerce platform focusing on the Middle Eastern market and mainly selling lifestyle products including apparel, shoes, accessories, and makeup.
Their Objective
Fordeal sought to make the most of Snapchat’s full suite of acquisition and retargeting solutions for App Ads.
Solution & Approach
Fordeal focused on men’s and women’s clothing along with home furnishing and digital products while leveraging full-screen Deep Link Snap Ads for acquiring and re-engaging users in the Middle East region. Moreover, by using Deep Link Ads with App Purchase Re-engagement goal-based bidding, Fordeal managed to maximize its acquired customer Lifetime Value (LTV).
Also, it used product imagery and focused on price to drive success with a highly engaged Snapchat audience in the MENA region.
The Result
The Snapchat campaign helped Fordeal attain a 24.58% higher ROI than other channels, the CPM was 58.59% lower than other channels, and the customer value was 5.74% higher than other channels.
3. BIGO LIVE
BIGO LIVE is a leading global live-streaming platform that allows users to live stream their favorite moments.
Their Objective
BIGO LIVE wanted to reach new users and engage with Snapchat users who stay closely connected with their friends and family.
Solution & Approach
BIGO LIVE joined hands with an agency, AdTiger, to test and identify the best performing creatives in Snap Ads. It discovered that engaging vertical and full-screen creatives attracted users’ attention and helped acquire more high-value users from the U.S and Saudi Arabia.
The Result
The Snapchat campaign helped BIGO LIVE attain a 25% higher 24-hour retention rate than other platforms in the U.S and a 33% higher 24-hour retention rate than other platforms in Saudi Arabia. It also achieved a higher D7 ROI by focusing on the most engaged users with app-install goal-based bidding.
Wrapping Up
Mobile apps have gained immense popularity over the last decade. However, this has also led to unprecedented competition amongst brands operating in different niches. Therefore, leveraging Snapchat's high penetration amongst users from different backgrounds can help all brands with increased brand recognition, recall rate, and ROI.