Tokocrypto, a prominent platform in Indonesia for trading Bitcoin and other crypto assets, launched a campaign to drive app downloads, with a secondary focus on boosting user registrations. The campaign leveraged Programmatic channels to not only achieve installations but also push conversions through the lower funnel. The campaign faced significant challenges, primarily in identifying and acquiring the right audience in the highly volatile crypto market. This required a sophisticated targeting strategy aimed at individuals with a high propensity to invest in crypto assets, even amidst market downturns. ADA’s approach went beyond conventional methods, employing advanced data analytics and behavioral insights to pinpoint and engage this niche audience effectively.
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Strategy
Audience targeting was meticulously planned to maximize relevance and conversion potential. Demographic targeting focused on individuals aged 22-45 in Indonesia, encompassing both genders. Interest and behavior targeting engaged users keen on crypto trading and financial services. Specific personas such as crypto enthusiasts, investors, tech-savvy users, and financial optimizers were identified and targeted to enhance campaign effectiveness. To further amplify the campaign's impact and engagement, customized creatives and targeted messaging were developed. This strategic personalization was designed to not only attract users to download the Tokocrypto app but also to encourage them to complete key in-app events, thereby enhancing user retention and activity.
Results
Maintaining the number of registered users, we improved the audience strategy towards KYC4 (user who are converted until KYC4 step) whereas the KYC4 increased by +235% in average on the following month. A +181% average month-on-month increase in app installations was observed. Furthermore, we improved the Install-to-Registration rate by +80% compared to the client’s benchmark, highlighting our effective user acquisition strategies and commitment to delivering significant growth in digital engagement.
Awards
- Gold in Excellence in Mobile Marketing at Marketing Excellence Awards 2022
- Silver in Excellence in Data-driven Marketing and Consumer Insights at Marketing Excellence Awards 2022
