ABOUT THE COMPANY & CHALLENGE

Capshot is India’s homegrown social media app where you can create, edit and remix memes, short videos, and GIFs. The goal was to create a community of meme creators and build the right platform to give them wings of creativity. Today, Capshot is the largest community of meme and video creators in the world and is still growing. Our association with Capshot started during the ideation phase of the app and once the app was made public, we started working on one core aspect - User Acquisition. The challenge was to :
  • Launch a niche product among an audience that is hard to razor target online.
  • Get installs at the lowest possible Cost Per Install

THE RESULTS

100K+ APP INSTALLS

50% REDUCTION IN CPI

EXECUTION STRATEGY

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. We also AB tested extensively with creatives to reduce CPI and increase conversion rate. We started with creatives that focused on the App Features and then tested out creatives that were Memes themselves, what better way to appeal to Meme Creators. Meme Ads skyrocketed our install numbers while reducing our CPI. Within a year of the engagement, we were able to achieve 100k+ app installs and were able to reduce the CPI by over 50%

SERVICES DEPLOYED

SCALE

PRODUCT LAUNCH

DIGITAL STRATEGY

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