Case Study
MetYet
The Indian online dating market is booming, with many players competing for users’ attention. MetYet sought to differentiate itself by focusing on astrology-based compatibility, a deeply ingrained cultural aspect in India. The app’s target audience included young, tech-savvy individuals between the ages of 18 and 35, with an interest in astrology and online dating.
6 Months In, Here Were Our Results
APP DOWNLOADS
0
K+
RETURNING USERS
0
%
CONVERSION RATE (TO PROFILE VERIFICATION)
0
%
Creatives, Copy & Hooks
Key Challenges
With a lot of super famous apps in the online dating space already – communicating MetYet’s differentiation was being a a bit tricky for the brand.
We were tasked with finding the right communication hooks and stories that would position the brand correctly and get high quality downloads.
Approach
An essential aspect of our digital marketing campaign for MetYet was the continuous testing and optimization of various creative elements. Our objective was to identify and scale the most effective creative hooks to maximize user engagement and conversion rates. We implemented an iterative approach, testing over 20 creatives each month across different formats, including static images, GIFs, and user-generated content (UGC) videos.
- Multiple Copy Tests
We created 40+ copy hooks and stories to test. We then batched the copies into groups so as to smartly design our tests and iteratively learn more about what’s the best hook from a customer acquisition and engagement point of view.
- Diverse Content Formats
We recognized the importance of diversifying our creatives to capture user attention across various platforms and devices. By testing static images, GIFs, and UGC videos, we were able to assess which formats generated the best results and tailor our campaigns accordingly.
- Data-Driven Decision Making
Throughout the campaign, we closely monitored the performance of each creative, analyzing data related to click-through rates (CTRs), conversions, and user engagement. This data-driven approach allowed us to make informed decisions when optimizing our campaigns and allocating budget to the most effective creatives.
Impact
Quality App Downloads
By identifying and scaling the most effective creative hooks, we were able to maximize user engagement, drive app downloads, and achieve a 25% conversion rate and a 30% rate of returning users.
CPI Impact
We were able to bring the average CPI to 18.5 over 6 months by rigorously optimising on a month on month basis.
Scale Impact
By identifying and scaling the most effective creative hooks, we were able to maximize user engagement, drive app downloads, and achieve a 25% conversion rate and a 30% rate of returning users.
