LINE drives incremental downloads by enabling a 595% increase in downloads at 57% less cost
Challenge
Being an established player, LINE was looking at creative ways to increase its app usage and installs with newer audiences.
Approach
Taking a local approach, Sokrati identified that LINE could leverage rural mobile markets that are growing at a brisk 35%. Using local vernacular content for ad copies, Sokrati helped LINE drive conversion by 26% and a 22% lower cost per acquisition. This exercise also helped LINE identify its hyperlocal competitors and a strategy to effectively combat them.
Using a short burst strategy LINE reduced optimization duration from 4 weeks to less than a week. This ensured a shorter turnaround time for campaign optimizations, resulting in 17% further reduction in cost per acquisition.
Rajat Gupta
Head of Customer Acquisition, LINE Corp India
Results
Keys to success
- Vernacular content for ad copies helped acquire new audiences.
- Built in house strategic models to effectively combat the hyperlocal competitors.
- Using a short burst strategy LINE reduced optimization duration time by 80%. This helped reduce the TAT and further minimized the cost per acquisition by 17%.
