Case study: The Power of Facebook Mobile App Install Ads
Digital agency Inlight Media ran a Facebook mobile app install campaign for their client MiiBrand over the Christmas holidays which resulted in the app skyrocketing into the top 10 lifestyle apps in Australia.
The campaign ran from 22nd December through to 9th of January. The MiiBrand app came from outside the top 100 lifestyle apps and hit the number 8 spot on the 3rd of January and has remained in the top 10 since. Inlight Media was able deliver an average click through rate of 1.81% for the campaign, which is the highest they have seen for any type of social ads.
The campaign was targeted to Facebook members in Australia between the ages of 16-40 who had demonstrated interest in various different fashion related Facebook pages. During the period the ad reached over 2.1 million people and resulted in 38,930 clicks at an average cost per click of $0.21. But impressively the campaign delivered a total of 12,593 app installs at a cost per install of approximately $0.63.
Inlight Media Strategy Director, Ben Howden, said of the ads “Facebook app install ads have been the silver bullet of advertising for MiiBrand. By designing impactful ad creative and defining a highly targeted audience these new format of mobile ads are an incredibly cost effective way of reaching your target market and driving app installs.”
The success of the mobile app install ads for MiiBrand coincides with the recent 5% rise of Facebook stocks amid optimism that the company will be able to increase ad sales growth from advertising to it’s users on mobile devices. Techcrunch also recently reported that 20% of ad spend on Facebook is going to mobile.
MiiBrand is a leading fashion app and website that connects shoppers with their favourite brands and rewards them with offers and surprise discounts. MiiBrand has over 20 well know fashion brands using the platform. MiiBrand can be downloaded from the iTuness app store or users can also join via the MiiBrand website.
This case study was provided to us by Inlight Media.