How foodspring Leveraged Braze to Create a First-Class CRM Setup
Case Study
Success Stories
8
Consecutive months of exceeding revised revenue targets (so far)
40%
Of foodspring's revenues is now attributed to automations
20%
Revenue contribution from CRM
The Challenge
foodspring aimed to enhance customer engagement and long-term loyalty by reducing its reliance on promotional emails and implementing personalized user experiences. Recognizing the primary obstacle to sustainable growth was the lack of a sophisticated automation strategy, their mission was to create a dynamic and compelling approach that would drive key metrics such as increased user interaction, retention, and overall revenue.
The Solution
Taxonomy Deep Dive and Implementation
The project began with an in-depth analysis to categorize customer interactions for Braze’s automation. This process enabled precise tracking of various events and actions, setting the stage for personalized automation. Web SDK events were meticulously implemented through Google Tag Manager to help support this categorization.
Multi-channel Strategy and Automation
Together, Phiture and foodspring were able to develop a comprehensive multi-channel strategy incorporating emails, web pop-ups, and seamlessly integrating promotions with automation flows.
Personalization using Braze
Personalization was a key focus, utilizing Braze’s advanced features to enhance relevancy and efficiency. Tools such as Liquid Logic, Catalogs, Content Blocks, Webhooks, Promocodes, APIs, and Audience Sync were leveraged to create a highly personalized customer experience.
“Working with Phiture has significantly elevated our CRM strategy. Their expertise in leveraging Braze’s automation and personalization features helped us exceed the targets. CRM has become a crucial channel for our business, now contributing 20% of our overall revenue, thanks to Phiture’s strategic approach to customer engagement and retention.”
Thomas Stegelmann — VP eCommerce, foodspring
The Results
Achievement of Revenue Targets
Through our engagement, foodspring successfully met revised revenue targets for eight consecutive months, demonstrating the effectiveness of our strategies and collaboration.
Expansion of Live Flows
We expanded from tracking just two events to monitoring a broad array of events and attributes, building 25 live flows. This ensured customers received personalized, relevant communications, significantly boosting engagement capabilities.
Significant Revenue from Automations
Automations began contributing to 40% of foodspring’s revenue, highlighting the success of our engagement strategies. Notably, there was substantial growth in categories like Onboarding, which saw a 7.05% month-over-month increase since the start of the year.
Impressive Revenue Growth
From January to May 2024, foodspring generated €2.13 million through CRM activities, accounting for 20.31% of the company’s total revenue. This solid contribution underscores the overall business performance improvements driven by our strategies.
“foodspring is a German web-based e-commerce D2C company, serving 6 different markets across Europe. They are enthusiastic nutritionists, sports experts, and athletes. Their goal is to develop the most natural and innovative foods of our time. No matter whether this is all about sports nutrition, functional foods, or superfoods – we take food to a whole new level. Every one of our products has its promise of quality. Best ingredients are processed sustainably to maintain the nutritional value.”
Client: foodspring
Website: https://foodspring.com
Services: CRM / Retention / Engagement
Project period: 2023 – 2024
Additional: Recommendations for a Successful CRM Strategy
Balance Promotional and Automated Campaigns:
- Ensure a balanced mix of targeted promotions and automated campaigns to sustain revenue growth, even in slower seasons.
- Focus on automating key customer journey moments, especially during onboarding and at the moment of purchase. For example, Abandoned Cart flows are key for e-commerce companies.
Enhance Personalization:
- Craft more personalized, targeted messages to elevate customer engagement and drive interest in specific products.
- Segmentation based on behavior and preferences greatly enhanced engagement and conversion rates.
Continuous Testing and Optimization:
- Scale and optimize successful automations to enhance personalized customer interactions.
- Conduct A/B tests on touchpoints, delays, and content, to determine the most effective combination for maximizing engagement without subscriber fatigue.
Above all, flexibility and adaptability are always essential in strategy implementation.
Accelerating A/B Testing with Lion Studios by AppLovin: A 20% Global Lift in Installs
Phiture's PressPlay Technology
Success Stories
100
Experiments run in six weeks
600k
Projected annual additional installs
20%
Lift in global installs for Found It!
Client Overview
PressPlay is a GenAI software solution designed by Phiture to optimize App Store Optimization (ASO) through autonomous A/B testing. The platform allows for scalable asset creation, automation of experiments, and data collection to deliver meaningful insights. PressPlay directly integrates with Google Play, enabling mobile apps and games to accelerate their growth by rapidly testing and refining store listing elements.
Objective
The primary goal of the six-week pilot program was to drive new installs for Found It!—targeting key markets like the US, UK, Canada, India, Japan, and Canada. The core objectives were:
- Automate the creation and testing of short descriptions and icons.
- Identify the highest-converting assets and apply them globally.
- Achieve significant increases in install conversion rates (CVR).
Solution
Phiture leveraged PressPlay’s GenAI-powered A/B testing capabilities to automate and accelerate ASO experimentation. Key features of the solution included:
- GenAI Asset Creation: Automatically generating hundreds of store listing assets like short descriptions, icons, and feature graphics, tailored to each app’s needs.
- Experiment Assistant: A self-learning system that manages, monitors, and kills non-performing experiments, freeing up test slots for more promising assets.
- Scalable Testing: Over 100 experiments were launched in just five weeks, with AI identifying winning assets and replicating them globally across multiple markets.
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Compounding Growth
on Autopilot
The pilot demonstrated strong results, particularly for the Found It! app, which saw a 20% global lift in installs, validated at a global scale. This uplift was driven by highly effective icon tests, which provided a statistically significant increase in conversion rates. The first successful icon test resulted in a 12% increase in installs over a period of 20 days. Following this, another icon variation led to an additional 8% increase in installs after 8 days. This incremental testing approach compounded the overall growth, leading to a significant boost in conversion rates, as each winning experiment built upon the results of the previous one, maximizing Found It!’s install rate.
- 100 experiments run in six weeks
- 600k projected annual additional installs
- 20% lift in global installs for Found It!
Next Steps
Based on the success of the pilot, Phiture scaled the A/B testing framework to new titles and continued to iterate on high-performing assets. The next phase includes:
- Global Expansion: Applying the winning icons for Found It! to all markets.
- New Titles: Expanding to new apps to further enhance testing capabilities, like Hexa Sort
- GenAI and Automation: Continuing to evolve PressPlay’s GenAI technology to handle more complex asset creation.
For Hexa Sort specifically, Phiture utilized PressPlay’s fine-tuning capabilities to produce assets that are aligned with the original art style.
Read more about how we fine-tune our models for art styles and specific characters here.
Conclusion
Phiture’s PressPlay platform demonstrated its ability to rapidly drive app growth by automating A/B testing and scaling high-performing assets. With 100 experiments deployed in five weeks and a significant uplift in installs, this pilot provides a solid foundation for future testing and growth across new app titles.
Client: Lion Studios by AppLovin
Website: https://lionstudios.cc
Services: PressPlay — Automated ASO Testing with GenAI
Project period: 2024
How AI-Driven A/B Testing on Google Play Scaled Avakin Life’s Conversion Rates by 57% in Two Months
Phiture's PressPlay Technology
Success Stories
110
experiments deployed
+57%
increase in conversion rate
2
months from launch
Ouni Kwon
Senior Marketing Director,
Lockwood Publishing
“Phiture’s PressPlay has been instrumental in scaling our experimentation efforts and deepening our understanding of how to effectively communicate our brand to players. We are seeing successes where we didn’t expect to and have been able to apply the learnings across other areas in our marketing while staying true to our brand identity.”
The Challenge
Avakin Life, a highly successful mobile game with over 100 million downloads, approached Phiture with the challenge of driving app downloads and improving its conversion rate on the app stores.
The primary goal was to increase the speed and scale of testing experiments to enhance performance. However, several bottlenecks hindered this progress:
- Unique design: A large number of visual assets was required to run A/B tests at scale, each asset had to be created by a 3D artist to closely match Avakin Life’s unique visual style
- A/B testing automation: The limited number of experiments that could be run manually restricted optimization pace
Solution
PressPlay addressed these challenges by automating the creation, deployment, and analysis of A/B tests on the Google Play Store.
Leveraging GenAI, PressPlay generated hundreds of visual assets for testing without additional localization and creative resources.
The tool integrated seamlessly with the Google Play Console, managing the experiment backlog and setting up rules to schedule, apply, or stop experiments automatically. This allows over 50 concurrent experiments per app to be run at the same time, accelerating time-to-win.
Additionally, the platform continuously collected data from all experiments across portfolio apps, allowing for comprehensive analysis and optimization.
Execution
In the first phase of testing, more than 100 app icons were created by PressPlay. This led to the first wins, materializing in a +19% conversion rate increase within less than the first month. The new icon was so successful that Lockwood decided to deploy it to the main store listing for Avakin Life on Google Play.
Both Phiture and Lockwood wanted to build on top of that first significant win by better matching the generated assets to the unique visual style of the Avakin Life game. Under the hypothesis that following the game’s specific art style would increase conversion even further, Phiture decided to fine-tune a purpose-built generative AI model.
Fine-tuning the AI model to replicate Avakin Life’s distinct visual style and brand identity significantly enhanced the solution’s effectiveness, leading to additional double-digit conversion rate improvements.
“Their fine-tuned AI model is producing results so close to our art style that we’re asking ourselves where else we can leverage this in Avakin Life’s marketing strategy.”
Ouni Kwon — Senior Marketing Director, Lockwood Publishing
You can lean more about how we fine-tuned the model for consistent visual results in our deep-dive here →
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The Results
- PressPlay ran 110 experiments on Google Play in a 2-month period
- 19% conversion rate increase in the first month
- Another 32% conversion rate increase, after fine-tuning the AI model to Avakin Life’s visual style in the second month
- Total conversion rate uplift: 57% in two months
Conclusions & Future Plans
The fine-tuned AI model’s ability to consistently mimic Avakin Life’s characters and art style has opened new avenues for leveraging such models in the game’s broader marketing strategy. PressPlay’s self-learning system continues to evolve, promising even more efficient and effective ASO A/B testing automation in the future.
This case study illustrates the impactful combination of automation, AI innovation, and strategic application in App Store Optimization, paving the way for future growth and success in the app and mobile gaming industry.
Lockwood Publishing is the award-winning creator of Avakin Life — a 3D social universe enjoyed by more than 200 million registered users.
Client: Lockwood Publishing
Website: https://lockwoodpublishing.com
Services: PressPlay — Automated ASO Testing with GenAI
Project period: 2024
How Blinkist's Year in Blinks Campaign Powered User Revenue and Renewals
Success Stories
51%
higher likelihood of subscription renewal
130%
of "Premium Content Starts" goal
104%
of "New User Revenue" goal
Blinkist is a learning app that offers summaries from thousands of bestselling nonfiction books to read or listen to in 15 minutes. Users can also enjoy personal, expert-led deep dives into today’s key topics with Guides and summaries of high-impact podcast episodes. Whether you’re looking to learn something new or slip a little learning into your waiting times, Blinkist is the perfect learning companion.
The Challenge
Blinkist wanted to bring their annual Year in Blinks campaign to mobile, so all of their users could enjoy their yearly recap regardless of which device they used to access Blinkist. The book summary platform wanted to do this in a dynamic and compelling way, in order to drive key metrics including new user revenue, content starts, and renewals.
Isabelle Matuschka
Senior CRM Manager
“B.Layer allows us to build on-brand in-app messages in record time, with all their intricacies. They appear completely native to the UX of the app, and B.Layer’s simple drag-and-drop editor makes it easy for our team to involve other stakeholders, such as designers and product managers, in the process.”
The Solution
Blinkist turned to Phiture’s B.Layer: a software solution for producing highly customizable in-app messages. B.Layer’s Story format in particular was the perfect way to build the campaign and its seamless integration with Braze – the customer engagement platform that Blinkist uses – made B.Layer the perfect no-code solution for the job.
Blinkist created two different versions of the in-app messaging campaign: One comprising statistics from across the entire Blinkist community, and one with personalized content for each of their active users. This was localized in two languages: English and German.
B.Layer enabled Blinkist to fully personalize their in-app campaigns by utilizing Braze’s Connected Content feature, pulling in each users’ latest stats in realtime from an internal API endpoint.
Phiture's B.Layer Technology
On-brand in-app messages —No code.
Supercharge your in-app messaging without developer resources.With B.Layer, you can create advanced in-app messages that seamlessly work in your CRM tools. No code or SDK integration required.
The Results
The Year in Blinks campaign outperformed on Blinkist’s targets:
- Reached 104% of new user revenue goal
- Reached 130% of Blinkist’s premium content starts goal
- Users who received the Year in Blinks campaign were 51% more likely to renew their subscription!
B.Layer allowed Blinkist to build the in-app messages in record time, with all their intricacies, including full visual customization to properly represent Blinkist’s brand and appear completely native to the UX of the app. B.Layer’s simple drag-and-drop editor also made it easy to involve other stakeholders such as designers and product managers in the process.
Excellent qualitative feedback from users: Blinkist users particularly loved how this in-app campaign brought their stories to life dynamically in the app.
Client: Blinkist
Website: https://blinkist.com
Services: B.Layer, In-App Messages
Project period: 2023
609% Increase in Food Delivery Purchases Through Innovative Performance Marketing
Success Stories
117%
increase in installs via performance marketing campaigns
609%
increase in purchases via performance marketing campaigns
508%
increase in ROAS across paid digital marketing channels
The Chefz, a driving force in KSA’s food delivery sector since 2016, embarked on an ambitious journey with Phiture to revolutionize its digital presence.
Hungry for success and in search of a rapid ascent to market leadership, The Chefz called upon Phiture’s expertise in digital growth strategies to help meet its objectives and provide the perfect ingredient to take its digital presence to the next level.
Leveraging Phiture’s Cross-Funnel Experience
The Chefz’ partnership with Phiture resulted in a comprehensive uplift across the digital landscape. A substantial increase in advertising spend across channels translated into a remarkable improvement in purchases, installs, and overall revenue.
This success story is not just about numbers; it’s about a synergetic partnership, research, insights, and bespoke creatives tailored to each channel, resulting in a cohesive and impactful marketing strategy.
Abdulrahman Madkhali
Marketing Manager, The Chefz
“Phiture’s expertise in growth has been instrumental in increasing our app’s visibility and user acquisition, exceeding our expectations. Their strategic guidance and constant operational support allowed us to significantly increase media spend, while decreasing CPAs at the same time.”
Different Channels, Sizable Success
TikTok Ads
Demonstrating the power of creative content, The Chefz achieved impressive engagement on TikTok. The focus on user-generated content led to a significant increase in purchases and a 502% ROAS, proving the channel’s effectiveness in captivating a younger, dynamic audience.
ASO & Apple Search Ads (ASA)
A cornerstone of the strategy, App Store Optimization (ASO) boosted The Chefz’s visibility in the App Store by 90%. The meticulous approach in Apple Search Ads (ASA) spend, which included the tactics around CPPs led to a massive surge in impressions and downloads, with a staggering 669% ROAS for ASA campaigns.
Snap Ads
Campaigns maintained an exceptional 450% ROAS. The Chefz’s strategy on Snapchat effectively balanced high volume and engagement across the funnel.
Twitter / X Ads
Through a meticulously bespoke approach, we saw a 557% ROAS, underlining the effectiveness of targeted purchase and install campaigns.
Conclusion: Savoring the Taste of Success
Together, The Chefz and Phiture have redefined what is possible in digital marketing within the food delivery industry. The journey of The Chefz, powered by Phiture’s strategic acumen, is a testament to the power of collaborative innovation and data-driven marketing in achieving extraordinary results.
Client: The Chefz
Website: https://thechefz.co
Services: Performance Marketing
Project period: 2023 – 2024
Phiture's PressPlay Technology: How Automated Testing with GenAI Achieved 12M Projected Additional Installs for Wildlife Studios in under 2 Months
Phiture's PressPlay Technology
How Automated Testing with GenAI Achieved 12M Projected Additional Installs for Wildlife Studios in under 2 Months
168
experiments deployed in under 2 months
322
different variations were tested
24.1%
increase in Conversion Rate led to 12 million projected additional installs
Watch a video version of this case study, presented by Moritz Daan (Phiture) and Matheus Magalhaes (Wildlife Studios):
Introduction
In the highly competitive mobile gaming industry, Wildlife Studios stands out with its impressive array of over 60 titles and more than 3 billion downloads. To enhance their app store presence, they turned to Phiture’s innovative solution, PressPlay. This case study explores how PressPlay’s automated A/B testing, powered by Generative AI (GenAI), led to an astounding 12 million additional installs in just two months.
The Challenge
Wildlife Studios faced the challenge of optimizing their A/B testing processes to keep up with the rapidly evolving mobile gaming market. The goal was to not only increase the speed and breadth of their A/B testing but also to ensure that each change contributed positively to app performance and user acquisition.
“The automation and intelligence of the system exceeded our expectations, establishing a new benchmark for efficiency in App Store Optimization.”
Matheus Magalhaes — User Acquisition Analyst, Wildlife Studios
Solution Design
PressPlay, Phiture’s solution, was introduced to revolutionize Wildlife Studios’ A/B testing approach. Integrating Generative AI, PressPlay automated the creation, deployment, and analysis of A/B tests, making the process more efficient and data-driven.
The implementation targeted major titles, beginning with a focus on Sky Warriors, and later expanding to all major titles. Centralizing experiment data in Google Sheets, PressPlay provided Wildlife Studios with real-time updates and the ability to deploy experiments effortlessly.
Results & Analysis
PressPlay’s effectiveness was quickly evident:
- A total of 168 experiments were deployed in under 2 months
- 322 different variants (icons, short descriptions, feature graphics, screenshots) were tested, showcasing the depth and variety of the experiments.
- Notably, there were 7 significant experiment wins with GenAI.
- These wins contributed to an impressive 12 million projected installs, thanks to conversion rate (CVR) increases of up to 24.1% across winning experiments.
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Feedback and Future plans
Wildlife Studios’ reaction to PressPlay was overwhelmingly positive. Matheus Magalhaes (Wildlife Studios), remarked, “The automation and intelligence of the system exceeded our expectations, establishing a new benchmark for efficiency in app store optimization.”
Matheus also highlighted the operational benefits: “PressPlay has significantly simplified the monitoring and deployment processes for our extensive experiment backlog. Managing thousands of experiments across our titles has become more streamlined and efficient, allowing us to focus on strategic decision-making and creative development.”
This enthusiastic feedback underscores the value and impact of PressPlay in transforming Wildlife Studios’ approach to app store optimization. The future roadmap driven by the collaboration of Wildlife and Phiture, focuses on leveraging these positive outcomes to further refine testing strategies and extend the technology’s application.
Example use cases and experiments in PressPlay — click to zoom in
PressPlay’s Self-Learning System
The learning system and predictive analytics of PressPlay stood out:
- An Automated Experiment Assistant was built for each title, and trained on the app’s information, the competitive landscape and customer reviews.
- The Assistant is trained on all historical wins and losses so it better understands what works and what doesn’t
- Experiments are launched quickly and halted as soon as early predictive signals come in that a variant is losing.
- Its predictive capabilities on what copy or creative would win, improved over time, increasing the accuracy and success rate of future experiments.
Conclusion
Phiture’s PressPlay technology – developed by Abdulmajeed Alkattan and Moritz Daan – has set a new standard in mobile game publishing for Wildlife Studios, achieving 12 million additional installs in just two months. This case study illustrates the impactful combination of automation, AI innovation, and strategic application in app store optimization, paving the way for future growth and success in the app and mobile gaming industry.
Wildlife Studios is one of the 10 largest mobile gaming companies in the world.
Client: Wildlife Studios
Website: https://wildlifestudios.com
Services: PressPlay — Automated ASO Testing with GenAI
Project period: 2023 – 2024
Maximizing Global Sales for foodspring during Black Week
Success Stories
117%
uplift vs. control group on pre-announcement communications
46%
uplift vs. control group on main Black Week campaign
20.8%
revenue attributed to CRM during Black Week
The Challenge
Peak seasons, such as Black Friday, have transformed from retail phenomena into global shopping extravaganzas, presenting unparalleled opportunities for businesses to enhance sales and deepen customer engagement.
Originally rooted in the US, events like Black Friday, along with Cyber Monday, Christmas sales, and end-of-season clearances, are pivotal times when retailers offer substantial discounts on their offerings, captivating a worldwide audience.
A robust Customer Relationship Management (CRM) strategy emerges as the cornerstone for navigating these frenetic periods successfully. Marketing teams meticulously prepare well in advance to develop a comprehensive user journey that leverages CRM insights to maximize sales efforts. This preparation includes deploying exclusive early-access deals for customers, crafting targeted promotion emails, and implementing a strategic post-purchase engagement plan. These initiatives are designed to not only capitalize on the immediate sales opportunities but also to strengthen long-term customer relationships.
By integrating key CRM practices, companies can effectively manage the surge in consumer interest, ensuring a seamless experience that fosters loyalty and drives significant sales uplift.
foodspring wanted to stand out from its competitors in that worldwide sales week, by preparing and delivering an impactful CRM strategy across 6 markets to capitalize on the exclusive deals available on their website during that time.
We delivered a sequence of communications before Black Week to build momentum and throughout the sales period, giving us time to assess the results and adapt our send-outs as needed. This flow was personalized based on users’ goals (losing weight, building muscle, holistic health), localized for each country (ES, IT, DE/AT, FR, UK), and also adapted to the availability of products and discount rates in each market.
Hypothesis
By offering a tailored series of emails, tailored to each user and market, we could capitalize on the Black Week momentum and increase sales generated by CRM.
Goals:
- Generate 60% of the Q4 CRM revenue during November
- Generate 15% of total revenue from CRM channels
The Solution
The setup
We designed 10+ emails to create a tailored user journey, while maintaining CRM health metrics in a healthy range. Most users received up to 5 emails for the Black Week period.
The flow started with a Black Friday Week Pre-Announcement (see pic below), to generate enthusiasm ahead of the sale. We followed by promotional emails during the Black Week, highlighting at least 3 products with unique discounts per markets, and personalized for the users’ goals. Before the end of the Black Week, we sent other communications to play with urgency, nudging users to get the deals before it’s too late thanks to on-point, engaging copywriting.
We used canvases to be able to be more efficient in our personalization, along with liquid logic to create content that would change depending on the users’ country, language, and goal.
Black Friday is a cornerstone of our eCommerce strategy. With careful planning, personalized content and clear messaging, we were able to drive excitement and re-activation amongst our consumer base.
Katherine Sparshatt — Senior Manager eCommerce, foodspring
The Results
- Reached the November Monthly Target (103,7%); 76% of the Q4 OKR.
- Best day YTD and Second best in the history of foodspring (total sales).
- 20,8% of the revenue came from CRM during Black Week.
- Pre-announcement generated a 116.8% uplift vs. the control group
- Black Week main campaign generated a 46.07% uplift vs the control groups
- Bounce rate: 0.02% / Unsubscribe rate: 0.3%
The learnings
Learning #1: Differentiation through Dynamic Content
During peak seasons, the digital landscape becomes highly competitive. Our strategy focused on differentiating our communications to capture customer attention effectively. We ensured our copywriting was not only engaging but also infused with a sense of urgency to prompt action. Additionally, we incorporated GIFs in our emails to add a dynamic and visually appealing element. This approach helped our messages stand out in crowded inboxes, making a memorable impact on our audience. Using a countdown can also be beneficial.
Learning #2: The Power of Pre-Announcements
We discovered that pre-announcing our sales had a significant positive impact on revenue. By capitalizing on the anticipation and excitement leading up to the event, we were able to warm up our customers to the upcoming deals. Our pre-announcement communications needed to be clear and strategically direct customers to areas that maximized their interest and potential spend. Similarly, offering exclusive deals to your most loyal customers before the general sale is proved to be effective, reinforcing their value to your brand and enhancing revenue.
Learning #3: Prioritizing Long-term Engagement
Peak seasons offer an excellent opportunity to not only boost immediate sales but also to re-engage former customers and strengthen long-term relationships. We tailored our outreach to churned users by personalizing content based on their previous shopping preferences, demonstrating our understanding and value of their individual needs. This strategy not only contributed to immediate sales uplift but also rekindled relationships with lapsed customers, fostering long-term loyalty.
Learning #4: Minimizing Lost Sales through Abandoned Cart Strategies
An integral part of our peak season strategy involved addressing the issue of abandoned carts. By implementing a dedicated flow to engage customers who had not completed their purchases, we significantly reduced lost sales. This effort was crucial in achieving our sales targets and demonstrated the importance of a holistic approach to customer engagement, ensuring that potential sales were not left unaddressed.
Learning #5: Balancing Email Frequency with Health Metrics
During peak seasons, increasing the frequency of email communications can be an effective strategy to capture attention amidst heightened competition. However, it’s crucial to balance this with vigilant monitoring of health metrics to ensure ongoing effectiveness and deliverability. By paying close attention to bounce rates, unsubscribe rates, and adhering to a sunset policy, companies can maintain the overall health of their email campaigns. Adjusting strategies based on these signals ensures that increased communication does not adversely affect customer perception or engagement, thereby safeguarding long-term CRM success.
“foodspring is a German web-based e-commerce D2C company, serving 6 different markets across Europe. They are enthusiastic nutritionists, sports experts, and athletes. Their goal is to develop the most natural and innovative foods of our time. No matter whether this is all about sports nutrition, functional foods, or superfoods – we take food to a whole new level. Every one of our products has its promise of quality. Best ingredients are processed sustainably to maintain the nutritional value.”
Client: foodspring
Website: https://foodspring.com
Services: CRM / Retention / Engagement
Project period: 2023 – 2024
How a New, Seasonal Apple Search Ads Strategy Helped Planta Harvest a 335% Increase in Installs
How a New, Seasonal Apple Search Ads Strategy Helped Planta Harvest a 335% Increase in Installs
335%
year-on-year increase in installs (January to July)
380%
increase in year-on-year ASA spend for same period
The Challenge
Planta is a (fantastic) example of an app solving a need and quickly ushering users towards the aha! moment, with slick CRM and eye-catching design. Quite simply, the Planta app identifies your house plants, then notifies you when it’s time to water, fertilize, mist, and clean. There’s also nifty features that diagnose plant diseases and recommend optimal light.
The plantcare category has proven fertile ground for new entrants to the market, with increased competition for Apple Search Ads (ASA) during high season. In light of this, Planta wanted to continue to acquire users and make sure that seasonal spikes in search volume were efficiently converted into growth. To do so, Planta approached Phiture to refresh user acquisition in the US market, while keeping the Return on Investment (ROI) up – and Cost Per Install down.
The Solution
We prepared our ground in the fallow months of November and December, ready for the growth season that begins in January when many users seek to change their plantcare habits. We prepared by exploring the plantcare category, closely observing Planta’s competitors, and identifying potential areas for improvement. We also started with low-hanging fruit, such as tweaking the campaign structure and expanding the keyword list and optimizing keyword performance.
Just like with plantcare, we knew that acquiring more users in an increasingly busy marketplace depended on finding the right ratio of multiple factors, and continuously tweaking them for success in light of the changing environment.
Phiture’s multi-faceted approach rested on expanding new campaign types, in particular Discovery and Probing campaigns. The aim of this was to expand our generic keyword list, which would reap a huge harvest in search volumes later.
At the same time, new Custom Product Pages (CPPs) highlighted different features of the app to appeal to new users, and we experimented with different ASA placements, such as the “Search Tab” and “Product Pages.” We knew from experience that CPPs were likely to lead to an extremely cost-efficient scaling of the campaigns.
Once we were convinced we had the right mix to seed growth, we scaled up. To ensure Cost Per Sale stayed within budget, we had open communication with our friends at Planta, with updates of blended targets and Return on Ad Spend (ROAS) of new users, informing our bidding strategy to keep our campaigns profitable. We also developed an automated report internally to check the lower funnel performance to make sure it was growing nicely.
Our 380% increase in year-on-year ASA spend for January to July was rewarded with a 335% year-on-year increase in installs for the same period.
The Results
The results of these US campaigns were tremendous. Our 380% increase in year-on-year ASA spend for January to July was rewarded with a 335% year-on-year increase in installs for the same period. The strategy of new campaign types and new ASA placements helped volumes, making the most of the seasonal growth. In particular it was the Generic campaigns that really contributed to the rapid growth, though the fertile mix of campaign types, placements, CPPs, automation rules, and continuous optimizations all played their part.
Even more impressive was keeping the Cost Per Install below target for the entire engagement, which was the result of continuous maintenance and careful bid optimization from our Performance Marketing Team.
To ensure long-lasting growth, at the end of the engagement we passed on all our learnings to Planta so future growth could be managed during their low season.
Planta’s mobile app offers individual care schedules and reminders for your plants, recommendations, step by step guides, identification, light meter and more.
Client: Planta
Website: https://getplanta.com
Services: Performance Marketing, Apple Search Ads
Project period: 2023
How we used Meta ads to secure signatures for a crucial climate referendum
How we used Meta ads to secure signatures for a crucial climate referendum
261968
signatures collected
The Challenge
Klimaneustart approached Phiture with a singular, vital challenge: collect 175 000 signatures from Berliners over a three week period for a petition, starting immediately. The stakes were high; by reaching this threshold of signatures Klimaneustart’s campaign would help trigger a referendum to make Berlin climate neutral by 2030. Our Performance Marketing Team got to work.
“We really appreciate the incredibly valuable input Phiture gave us for our project- especially as our goals were a little out of the ordinary! They went above and beyond to make sure the social campaigns worked for us and were very grateful for their expertise. Thanks again!”
Klimaneustart
The Solution
The solution was an acquisition strategy via Meta (Facebook and Instagram) and rested on twin strategic aims. One: reach as many people as possible. Two: direct users to Telegram groups via a lead generation campaign. Tracking was extremely limited, but by using the reach of ads and the people joining Telegram groups as an approximate indicator for signatures – and success – the Team set about testing different target audiences. This was achieved by honing in on users based in Berlin, and focussing in on those with sustainability interests as well as ‘lookalikes’ based on user interactions.
The Results
The broad reach campaign helped significantly expand the pool of users aware of the initiative and ultimately interacting with the page. Over the three week period, Phiture and Klimaneustart reached over 500,000 people and achieved over 1,000,000 impressions on Meta. Overall Klimaneustart was able to surpass its signature goal to reach a total of 261,968 signatures.
Klimaneustart Berlin is a grassroots movement that promotes exchange between citizens, science, and politics on an equal footing. The declaration of the climate emergency in 2019 and the convening of the Berlin Climate Citizens’ Council in 2021 go back to successful popular initiatives of ours.
The organization is currently working together with an alliance of more than 26 organizations to make Berlin 2030 climate-neutral. For this end, they rewrote the Berlin Climate Protection and Energy Transition Act and collected over 260,000 signatures to bring about a referendum. Their proposal will be put to the vote on March 26, 2023.
Client: Klimaneustart
Website: https://klimaneustart.de
Services: Performance Marketing
Project period: 2022
How we helped Pura Mente define an ASO strategy
How we helped Pura Mente define an ASO strategy
387%
Increase in first-time installs
The Challenge
Pura Mente is the number one meditation app in Spanish speaking markets. The challenge was how to maintain this leading position, especially in the highly competitive app stores. With this goal in mind, Phiture was tasked with auditing Pura Mente’s current ASO activities and finding areas for improvement in keyword optimization, creative visuals, and descriptive copy. In addition, Pura Mente were keen to establish their own ASO team and maintain cutting-edge ASO practices once their cooperation with Phiture ended.
"Working with Phiture was an exceptional experience, as they shared invaluable insights on ASO, retention, growth and beyond."
Juan Hardoy, CMO
@ Pura Mente
The Solution
360° Audit:Phiture began by creating an overview of Pura Mente’s current mobile growth efforts. Not only did this include performing an ASO audit on Pura Mente’s current app store practices, but a review of additional growth activities such as Performance Marketing, Retention and Customer Relationship Management, User Interface and User Experience.
By identifying where the initial strengths and weaknesses lay, Phiture found a number of opportunities for development and could confidently make recommendations for areas requiring further attention during the experimentation phase.
Experimentation Phase:
Drawing on the expertise of its Design, Performance Marketing and ASO teams, Phiture entered into an experimentation phase where different variables of video, product screenshots and descriptive copy were A/B tested against one another over a six month period. By experimenting in this way, and by building on the cumulative learnings of 25 iterations, Phiture was able to accurately identify the optimal combination of app store page components for Pura Mente’s future install growth.
Upon conclusion of the cooperation, Phiture was able to provide Pura Mente with a solution for producing “creative hits” by first testing creative concepts and then extending the resulting wins through a process of iteration. The themes and variants used to build these creative assets were defined by Phiture’s marketing and creative staff, with regular input from data and product teams too. In this way Pura Mente were able to benefit from Phiture’s established culture of cross-team collaboration.
The Results
As a result of the cooperation with Phiture, Pura Mente saw their first installs increase by 387%. Of this increase 9,638 came within the first seven days of experimental testing. Phiture were systematic and transparent in all experimentation activities and kept Pura Mente informed of the planned actions and results every step of the way.
The knowledge behind how this increase in installs was achieved was also delivered to the client. Phiture created a dossier of recommendations for future ASO activities, as well as recommendations for performance marketing strategies, user interface developments and user experience improvements, enabling the Pura Mente team to conduct future experiments.
The partnership allowed Pura Mente to witness the inner processes of an industry-leading ASO consultancy and gain invaluable experience when building their own in-house ASO team later in the cooperation. As well as receiving weekly updates, Pura Mente was granted special access to Phiture’s own mobile growth toolkit and data analysis dashboard.
Phiture are pleased to learn that after this cooperation, Pura Mente have built an ASO team dedicated to creating new growth strategies. By using Phiture’s recommended Monthly Creative Ideation Process, Pura Mente’s in-house ASO team now conducts weekly meetings to analyze experiment results, process data and benchmark for future campaigns.
Pura Mente is a meditation app for Spanish-speaking people.Client: Pura Mente
Website: https://puramente.app
Services: ASO
Project period: 2020
