In less than five months, more than 32,000 downloads of the startup that allows you to send money without leaving your home were achieved.
With the evolution of the Internet and new technologies, apps have positioned themselves as another valuable channel in the marketing strategy of any business. However, it is not enough to create a useful and easy to use app, but it is also necessary to make it reach all relevant users (who are probably not even aware of the existence of the app). This is how Google’s “Universal App Campaigns” came about as the solution for promoting applications whose objective is to reach the user in order to publicize an app through different channels and thus increase the volume of downloads.
The Remitee case
Remitee is the application created to send financial aid abroad, which is available for residents in Chile and allows sending money to family or friends; paying utility bills in other countries such as water, electricity and gas; and recharging cell phones from an application, without the need to go to a bank office or branch, or carry cash.
The platform aims to help people, especially migrants, in their financial operations, such as financially assisting their relatives in their countries of origin, charging a lower percentage than that requested by current companies that offer a similar service. In addition to its lower cost, Remitee stands out for the ease of loading funds in the app, its varied options for the beneficiary, the speed of remittances, personalized attention and its security, since the information is encrypted.
Remitee contacted Known Online in December 2019 with the primary goal of achieving higher app downloads.
Strategy and actions
1) Digital Advertising on Google: From Known Online we achieve that the brand is visualized by potential customers and interested audiences, improving the return on investment. To do so, we create and optimize digital advertising campaigns focused on achieving conversions.
With Remitee we work with the main source which is Google in a universal app campaign that works in a smart way. In this first stage we focus on getting more installs, that is, attracting as many new users as possible to the application.
To do so, we established a daily budget and a target cost per installation, and through the intelligent campaign we were able to target ads to users who were more likely to install the application due to their consumption and browsing patterns. The ad campaigns were oriented to people who migrated to Chile and come from countries such as Ecuador, Peru, Bolivia and Argentina.
On the other hand, the second phase will be to launch another more advanced campaign oriented to any event that takes place in the app. Focus on generating actions in the app, i.e., finding more valuable users and registering the action in the app as a conversion event. We are going to tag the app, that is, put a pixel inside the app so that, for example, an ad comes up to make an action inside the app so that the user starts to be an active user.
2) Digital Advertising on Facebook Ads: We worked, with a lower investment, on Facebook ads that were segmented to people who indicated in their biographies that they were expatriates. In addition, the ads had illustrative creatives segmented by Latin American countries. Thus, for example, Peruvians living in Chile were shown a creative with the Peruvian Carnival, with a message that appealed to the emotional to feel closer to their family and with a Call to Action that invited them to download the application.
It is worth mentioning that ad creatives are critical to the success of a mobile app campaign. The download decision is made in a few seconds and the ad shown to the user is the key factor that will make a person decide to download the app or not.
Results of the Digital Advertising strategy
After the Digital Advertising strategy we achieved that the Remitee app is visualized by potential clients and interested audiences, improving the return on investment.
- In less than 5 months, more than 32,000 downloads were achieved.
