INTRODUCTIONBOOK A CONSULTATION
CASE STUDY OVERVIEW
Friended was commissioned by a app media agency called Foundermark. It is an app that aims to acquire a small portion of the dating/friendship marketing segment.
With the numerous dating apps currently available, Friended is attempting to answer some of the common problems typically found inside of dating apps such as “being ghosted” i.e. people all of a sudden not responding to messages after previously being quite interactive. Or the over-sexualised nature of dating apps like Tinder, and take an approach that connects people on deeper connections beyond visual aesthetics.
This was all done by creating a conversational environment that forces two people to interact conversationally on topics of neutrality and genuine interests.
The founders needed growth at a specific cost per install and hired us to drive installs at a blended average (between all campaigns) of $1.50 or less. There also needed to be a few more female installs than male installs. After a few attempts of testing different ad copy and audiences, we quickly discovered that male installs were far easier to acquire at the rate we needed that female installs.
After doing some research into the historical campaign performance, we uncovered that female installs had never before been acquired for under $2.00 at scale i.e. spending a substantial amount of daily ad spend. We were therefore taking on an entirely new challenge.
We worked with Foundermark to develop a number of different themes and creatives that could be more engaging for women. Thankfully, we found one! We finally nailed a campaign that would run at $1.30 per install or less, which allowed foundermark to now begin to scale their campaign.