Case Study
Kumu
How we helped drive successfully in-app
purchases thanks to powerful motion videos
Background
Region
Philipines
Industry
Social Media
Objective
In-app Purchases
Platforms
Kumu hired Motionable to optimize their performance campaign by supporting it with Motion Videos to acquire top quality new users and increase both retention and app usages. One of their main objectives was to drive existing users to purchase always more on the app as well as to increase the number of unique paying users.
The Strategy
Choosing Motionable as their motion video creative partner, Kumu were able to drive significant improvement in performance throughout their Paid Ads Funnel. Creatives were developed with a “performance driven & mobile first” approached in accordance with Facebook’s best practices.
1
Ad recall enhancement
To further enhance ad recall and drive people to join their community, we helped Kumu to convert their static carousel ad visuals that featured celebrities into snack-able motion videos. These videos were designed to short, catchy, and with a clear actionable CTA on the end frame.
2
A/B tests at variations
In order to help Kumu drive better performance, Motionable created A/B test variations to test between which format and design variations resonated best with their target audiences.
3
Broad creative
format strategy
Broad creative format strategy
Utilized a broad creative format strategy that took advantage of a large number of Facebook, Instagram, and Google’s different ad placement options. Matching this with performance optimized creatives to drive strong performance results.
4
App data
Utilized app data from Clevertap and Appsflyer to identify ad performance trends that were tied back to the performance of the creatives for further optimization.
Key KPIs.
+206%
Return On Ad Spend (ROAS)
x3
In-App Purchases
Client Testimonial
Motionable created mobile-first ads, within our brand guidelines and adapted it to the different platforms we advertised on, with different angles to A/B-test what resonated most with the audience.
The process was overall very lean between us, our Performance marketing agency Elixus and Motionable team.
Head of Business Development Kumu Philipines
John Doe
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