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.

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.

Sololearn is a leading online learning platform and aims to make learning to code simple and accessible, all through its mobile app. Sololearn wanted to improve its performance across all channels while also understanding the impact of new markets. For this challenge, Phiture’s positive track record with app performance marketing in lots of different markets as well as our capacity to quickly turn around localized creative concepts, was a key factor in Sololearn’s decision to partner with Phiture.

Over the course of six months, Phiture tested 20+ new markets on GAC and 30+ new markets on ASA. In the process, we tested more than ten different creative localized themes and observed an uplift in all main metrics across both Tier 1 and Tier 2 markets.

Within the first month, for ASA, Installs, Signups, and Trials increased by +14.76%, +29.94% and +14.66%, respectively while Cost per Install, Cost per Signup, and Cost Per Trial dropped by -49.94%, -47.21% and -40.18%, respectively.

For GAC, Installs and Signups increased by+35.57% and +48.01%, respectively while Cost per Install and Cost per Signup dropped by -50.34% and -54.58%, respectively.

The learnings from both channels, in terms of volume and positive unit economics, ultimately informed Sololearn’s expansion strategy.

Using B.Layer’s IAMs, the Lifesum team have recorded impressive wins. In reference to the multi step survey mentioned above, Lifesum measured a +12.48% increase in conversions to Premium among their segment of Free users, while in the Premium segment, Lifesum measured a +22.88% increase in users who started a Meal Plan (any), a +58.82% increase in users who selected the “Runner’s Diet” Meal Plan, and a +294.28% increase in users who selected the “Eat, Lift, Repeat” Meal Plan.

Working with B.Layer has saved the Lifesum team time and resources, allowing their Product Team to quickly create custom IAMs. The smooth integration with Braze means that once a message is ready, Lifesum only need to download the ZIP file with all the assets and upload it into a Braze campaign.

Lifesum have also launched multiple In-App Surveys with different goals built in BLayer, using this feature in use cases such as registering users’ interests in specific challenges or giveaways, or asking users about their lifestyle preferences and then using the data to suggest personalized content.

Headspace is one of Phiture’s oldest clients and is today a well-established, global brand, switching to a full subscription model in 2021. The team at Headspace approached Phiture for help after noticing opt-in rates on iOS were relatively low, especially in the German market. Push notifications contribute to Headspace’s user experience, so it’s important to encourage as many users as possible to opt in as efficiently and unobtrusively as possible.

Implementing this strategy took three months, and, by the end, the revamped user journey with targeted in-app notifications yielded fantastic results. Phiture achieved an +118.35% uplift in push opt-ins in the German language segment of free trialists. We also reached a  +157.05% uplift in the English language segment of members in GDPR countries that had completed one meditation.

These initiatives have increased the total percentage of users that opted in to push notifications for both Android and iOS, proving that the right message at the right time is crucial – this is especially important with Android 13’s changes to push notification permissions. Headspace now has a higher reachable audience to target with regular communications.

How to scale TikTok as a channel to further Hallow’s growth, incorporating seasonal campaign launches with a specific focus on key markets to support ambitious growth goals.

We began by testing targeting options with TikTok, to determine appropriate segments within the potential audience. We then established a creative testing mechanism that focused on identifying creative wins quickly and efficiently; eventually unlocking User Generated Content as a key to success on TikTok, and ultimately expanding to additional markets. Phiture also helped Hallow with the big Lent and Easter campaign launches on TikTok.

On TikTok we were able to see early results within 3-5 weeks, which led to an increase in installs and purchases of almost 300%. Since then, TikTok has been established as one of the key marketing channels for Hallow. During the main events for Lent and Easter; we managed to scale up the volumes while maintaining performance efficiencies achieving increases in installs of 412% for Lent, and 230% for Easter.

Once Upon launched in 2017 and represented a new frontier for the photo books industry, being app-only. After several years of sustained organic growth Once Upon was ready to add to its app product and expand its customer base. The motivated team wanted to acquire as many new customers as possible, however it was important to maintain a low cost per install and cost per engagement. For Once Upon, the key engagement metric is known as cost per second post. This is very industry-specific and refers to the second time a user posts a picture in the app.

Phiture, who manages Once Upon’s app advertising, was tasked with finding a solution that could reduce the costs of such engagement while still keeping pace with ambitious acquisition goals.

Phiture’s Consultants took time to analyze Once Upon’s existing identifying Apple Search Ads (ASA) as a key strategic area for improvement for Once Upon, and presented Skai’s App Marketing solution as a great fit for their needs. To increase volume at an efficient cost per acquisition and maintain a profitable ROI, Phiture tested different strategies in different markets, including experimentation with distribution order rules, targetting returning users, and launching weekend campaigns.

These experiments quickly improved the performance of Once Upon’s ASA campaigns and drove outstanding results. In addition, for the first time, Once Upon’s mobile measurement partner data was organized with advertising performance data in a single platform. This allowed for high-level optimization and data-driven decision-making, ultimately contributing to more awareness and business for Once Upon.

Phiture drove big improvements to performance which included a dramatic 32% year-over-year decrease in cost per install and a 61% year-over-year decrease in cost per second post. This represented a ROI of over 100% in the first months of the engagement in 2020, while for the whole of 2021, Phiture achieved an incredible ROI of approximately 240%.

Additionally, Phiture nearly tripled the number of Apple’s App Store targets in the process testing over 12,500 keywords.

SoundCloud is an artist-first platform powered by an ecosystem of creators uploading content for consumption by SoundCloud’s vast user base of listeners. Providing creators with a distribution platform and the opportunity to interact with millions of unique listeners creates a feedback loop benefiting both creators and listeners. The more music creators upload, the more opportunity they have to build a following, whilst also providing a richer experience for listeners on the platform.

With this in mind, SoundCloud seeks to increase the number of first time uploaders (creators) to return and upload more music. A cluster segmentation analysis showed that early lifecycle behaviors and validation metrics affect creator retention down the line. SoundCloud identified three critical events that, if performed within the first few days of a creator’s first upload, will lead to:

• Higher long-term creator retention and lower churn for core creator activities
• Higher session counts
• Higher subscription conversion rates

Increasing retention is a common goal amongst industry leaders – and is becoming increasingly difficult as the competitive landscape for sharing and streaming music becomes crowded. Leveraging personalized lifecycle marketing is one of the key levers to activate & engage new creators early on by nudging them toward key creator actions early on in their lifecycle.

Understanding this shift away from simply educating users during onboarding, the goal was to design an experience that prompts creators to complete these actions within their first three days, i.e., with a sense of urgency.

+18.56% uplift in creator onboarding – i.e., creators completing key metrics identified by SoundCloud.

Motivating new users to complete key events within their first three days helps to reduce the time spent by artists getting set up on the platform, increasing their opportunity to interact with listeners and build a following. Optimizing onboarding in this way, utilizing innovative new research and concepts, helps to balance the quantitative with qualitative. It is important to utilize psychological concepts as a lever for CRM experiments, as this approach can help to identify high-impact tests based on well-researched concepts that are rooted in evidence-based, human psychology.

EasyPark is an award-winning app that provides forward-thinking digital parking solutions for drivers in European cities. By using cutting-edge technology that helps users find and manage parking sessions right from their smartphone, as well as providing EV charging assistance for electric cars, EasyPark helps to build smarter, more liveable cities, one parking spot at a time.

To bolster its user acquisition efforts and drive cross-channel impact across locales, EasyPark collaborated with Phiture’s performance marketing team and sought to build on the already successful App Store Optimization engagement (ASO). Together, the challenge was to scale EasyPark’s Google App Campaign spend within their cost-per-acquisition (CPA) targets with creative optimization strategies to place the app in the best position possible to convert new users in the post-COVID market.

The revamped structure brought impact almost immediately, with Phiture’s performance marketing team collaborating with EasyPark’s marketing team to devise new testing strategies across 14 European markets. The numbers showed instant improvements in installs to 1000 impressions (IPM) within the first month of testing new creatives — a +32% increase from the previous month.

Phiture’s campaign initiatives led to the optimization of EasyPark’s account strategy, resulting in the highest ad spend of all time while keeping the CPA under the specified target. Install rates increased by 47% over three months — higher than the all-time average — which can be attributed to successful cross-service synergy with ASO. In addition, in-app conversion rates improved by 6%, and we produced some of the highest IPM performance metrics ever recorded. The last few months had the highest inventory costs and most intense auction pressures to date — the average cost per thousand impressions was almost double that of the previous two years. However, it was offset with carefully planned creative refreshes and campaign optimization hacks.