# Driving EasyPark User Acquisition: Navigating the market with creative strategies & account optimization

- Link: https://phiture.com/success-stories/driving-easypark-user-acquisition-navigating-the-market-with-creative-strategies-account-optimization/
- Published: 2021-08-11T13:52:49+01:00
- Author: Otas Temelis

# Driving EasyPark’s User Acquisition: Navigating the Market With Creative Strategies & Account Optimization

![easypark case study](https://phiture.com/wp-content/uploads/2021/08/ezgif.com-
gif-maker-3.gif)

+32%

increase in installs to 1000 impressions from the previous month

47%

increase in install rates over three months

6%

improved in-app conversion rate

---

Table of Contents

 * [The Challenge](https://phiture.com/success-stories/driving-easypark-user-acquisition-navigating-the-market-with-creative-strategies-account-optimization/#the_challenge)
 * [The Solution](https://phiture.com/success-stories/driving-easypark-user-acquisition-navigating-the-market-with-creative-strategies-account-optimization/#the_solution)
 * [The Results](https://phiture.com/success-stories/driving-easypark-user-acquisition-navigating-the-market-with-creative-strategies-account-optimization/#the_results)

## The Challenge

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.

“We’re on a global growth journey, and digital acquisition is at the core of our
marketing mix. In order to achieve even better results, it’s essential to accelerate
content production. In Phiture we found a partner who recognized our needs and could
lead the way. The results during the past six months have been amazing and the success
story continues.”

**Caroline Letsjö, Head of B2C Marketing**

**@ EasyPark Group**

## The Solution

The engagement kicked off with Phiture’s performance marketing team leading a 360
° audit. This identified huge opportunities to hone creative testing and implement
new structures for optimal campaign management and led to the rollout of a new agenda
for regular collaborative workshops. These workshops provided a platform for cross-
team creative ideation and unearthed new testing strategies to be trialed across
EasyPark’s key target markets.

![](https://phiture.com/wp-content/uploads/2021/08/EasyPark-min-scaled.png)

## The Results

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.

![](https://phiture.com/wp-content/uploads/2021/08/EasyPark_CPAgraph-min.png)

![](https://phiture.com/wp-content/uploads/2021/08/EasyPark_INSTALLgraph-min.png)

![](https://phiture.com/wp-content/uploads/2021/08/EasyPark_IPMgraph-min.png)

---

EasyPark is a leading, fast-growing parking tech company that helps drivers find
and manage parking and charge their electrical vehicle. EasyPark parking app allows
users to get full control of their parking session and save time for the things 
that really matter.

**Client:** EasyPark
 **Website: **[https://easypark.de/en](https://easypark.de/en)**
Services: Performance marketing, Google App Campaigns**

 

![easypark logo](https://phiture.com/wp-content/uploads/2021/08/easypark-logo-color-
216x31-1.png)