How did we achieve over
90 thousand downloads
of the Econt app
The Task
The main objective of the campaign was to promote and increase the number of downloads of the Econt mobile app, to encourage users to use it to manage their shipments.
The challenge
To highlight the benefits of the mobile app, such as making it easier to send and receive parcels, real-time tracking and customising deliveries according to user needs. The main focus was on accessibility, speed and convenience that the application provides, thus encouraging users to take the first step and download it.
Our Approach
To achieve the campaign goals, we developed a 6-month marketing strategy that combined high-engagement platforms and a variety of content formats. The approach included precise audience targeting, engaging ad creatives and cost optimization to attract new users.
At Meta, we focused on three main types of campaigns: Awareness, Engagement and App Installs.
Awareness and engagement campaigns focused on building user recognition and engagement through creative visuals, videos and interactive content. Through real-world scenarios, we demonstrated the app's key role in solving logistical problems and making everyday life easier.
The key element of the Meta strategy was the App Installs campaigns. These were optimised for maximum effectiveness using user behaviour data to target audiences most likely to download and use the app. Through precise targeting and A/B testing of creatives, we were able to optimize new user acquisition costs.
At Google, we strategically combined three main types of campaigns: display, video, and install campaigns to reach the widest possible audience with different content consumption preferences.
Google's display and video campaigns were focused on increasing user recognition and engagement. Through visual banner ads, we reached a broad audience, and with dynamic YouTube videos, we presented the benefits of the app in real-world situations, highlighting the ease of tracking shipments and personalizing deliveries.
The Google app install campaign was optimized to attract users most likely to download the app. By using machine learning and automated targeting, Google Ads was able to reach users who were looking for courier services or were already using competing apps. This approach enabled a significant reduction in installation costs, resulting in a high number of new users at optimised costs.
Key change:
- Divided target audience: General audience, parents, business owners, active online shoppers and frequent travelers, as well as users engaged with Econt 's pages and website.
- The use of real life scenarios, in banners and videos, that highlight the app' s role in users ' daily lives, .
- Content was updated regularly to keep the campaign engaging and effective.
The results
After performing all possible planned optimization steps, we reported in Meta and Google :
- The campaign was a significant success, exceeding cost per install (CPI) benchmarks. On the Meta platform, we were able to achieve 23,876 app downloads at an average cost per acquisition (CPA) of £2.76, which fits within the usual CPI spend on Facebook Ads ($1.00 to $3.00). Google performed significantly better with 52,092 direct downloads and an additional 20,463 assisted installs, with an extremely low CPA of £0.55, far below the average CPI for Europe ($0.50 to $2.50).
- The overall results showed 96,431 app downloads from both platforms at an average CPA of £1.10.which is significantly lower than the EMEA benchmark ($2.00 - $4.00). This proves the effectiveness of our strategy, successful targeting and optimization of ad formats, resulting in a high ROI and increased number of active app users.
