Singlife, recognized as a trailblazer in digital life insurance services within the Philippines, launched a strategic initiative aimed at significantly increasing app installations. With a clear objective of achieving 23,000 installs over a span of three months, the campaign was designed to appeal to individuals actively seeking insurance products. By focusing on this target demographic, Singlife aimed to enhance accessibility and engagement among users keen on exploring and securing insurance solutions through their mobile platform.
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Strategy
By carefully aligning creatives with the target audience and optimizing campaign delivery, this approach enhanced audience targeting precision. This allowed for pinpointing user types most likely to convert. Analyzing the performance of key visuals within each audience segment informed the strategic scaling of the campaign. Additionally, visual sizes were optimized for best practices across programmatic platforms. This comprehensive strategy resulted in a significant 10% improvement in campaign performance. Conversions were greatly aided by the location-based targeting approach. We concentrated on users in important regions such as the Philippines, where rapid, easy installs are readily available to customers and development is thriving. Using programmatic marketing, we identified people who were most likely to convert to Singlife app. This focused strategy that made use of location data raised engagement and conversions in addition to app installs.
The Results
The campaign achieved a significant cost optimization of 23% in event cost per install (CPI) over a three-month period - substantial reduction in the cost required to acquire each new user through the campaign. Additionally, exceptional Click-to-Install (CTI) rate, reaching a staggering 0.80%. This performance significantly surpasses the industry standard, which typically falls within a range of 0.05% to 0.1%. In other words, users were twelve times more likely to click on our ad and proceed with the installation compared to the average benchmark. The additional effort on running the campaign outside of programmatic such as Meta & UAC yielded -50% lower in CPI, and a higher CTR than BSFI industry benchmark , wherein click-to-Install rate soaring at an astonishing 4.51%, surpassing the established common industry benchmark of 0.05% - 0.1%.
