Being a product for a niche audience, we hit the drawing board to answer an important question – How do we target meme creators online?

With no direct way to target meme creators, our strategy was to start broad and narrow down the targeting based on audience pockets that are responding better to the apps. We ran a mix of install centric campaigns, brand awareness campaigns and remarketing ads and started by targeting everyone in India interested in memes, comedy-related content etc since this audience would have a higher affinity towards Capshot.

This helped us get crucial data such as audience interests, locations that were performing better, device information, etc. which was used to refine the targeting strategy. We leveraged campaigns using Look Alike audiences to further increase installs and lower CPI. This strategy even helped us capture quality users which increased the retention rates substantially.