Jelly Button partnered with yellowHEAD to run Facebook campaigns for the soft launch of their newest title Merge Stories. Their main focus was to achieve a high D2 retention rate.
The campaigns were to focus on three main points: installs, purchases and, primarily, retention. yellowHEAD’s UA team created a strategy consisting of app install campaigns, daily active users, and app event campaigns.
They started with Tier 1 countries on App Install Optimization campaigns as they wanted to get a substantial amount of daily active users. Next, they aimed to reach high intent users via lookalike audiences combined with related interest targeting.
The UA team invested in App Event Optimization campaigns in order to increase the retention rate, and gradually increased the investment in campaigns that showed a higher retention rate.
After seeing success in these markets, yellowHEAD launched both AIO and AEO campaigns in EU countries as a test in order to see how other geos would perform in terms of retention rate and CPI.
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