ADA Case Study
Winning with outcome-based model: TMRW by UOB drives a 35% weekly increase in new user acquisition
The Challenge
With most of the branches in Bangkok closed due to mobility restrictions, TMRW by UOB was facing challenging times. Customer acquisition costs (CAC) soared higher as the size of the targetable population shrank due to behavioural changes in consumers.Understanding these challenges and ADA’s Fintech User Acquisition capabilities, TMRW by UOB engaged with ADA to bring down CAC while achieving significant conversion of volumes.
The objective was clear – to drive lower funnel conversions in the form of acquiring users who would be approved to transact. What really counted were the activities that took place after installation:
- App registration
- In-App online documents submission
- First app login after identity verification at TMRW by UOB offline kiosks
- App activation for approved credit card holders or loans with the following products offered in the app
The Strategy
1. Enrichment of first-party data with additional attributes
Utilising the 45 million mobile Identifier for Advertisers (IFAs) ADA has in Thailand, we have dived into insights from app behaviours and offline locations to better create audience strategy to achieve an acquisition model.
2. Segmenting the target audience
Based on the product USP, we categorised the target audiences into two major baskets: Partnerships and Interests.
3. The winning acquisition model
ADA offered to shift media responsibility and risk away from TMRW by UOB with room to optimise the budget by not using paid media channels that provide only leads but through the full funnel of acquisition to the outcome of products and services.
The Execution
1. Encouraging app downloads
While all media channels focused on driving app downloads, programmatic channels drew significant amounts of traffic to be optimised.
2. A/B testing
Automated and Manual App Install Campaigns, along with different ad sets and copies were run simultaneously. Between both, Manual App Install Campaigns resulted in higher conversions, allowing us to scale further. Likewise, various sets of key visuals were used. The best-performing KVs were further scaled.
3. Utilising location-based targeting
Based on the conversions in Bangkok vs other cities, programmatic campaigns were focused to drive conversions. Programmatic channels were utilised to drive location-based traffic towards the app which resulted in app installs. Engagement campaigns were later executed to convert users to transacting customers.
4. Employing device-based targeting
Based on conversions during the first month of the campaign, the device types, manufacturers, and operating systems that exhibited higher engagement and retention rates were selected for further scaling to enhance campaign performance.
The Results
- A week-on-week growth of 35% on new users’ acquisition
- An improved success rate of end-to-end conversion of 71% ahead of the monthly average
- The overall customer journey waterfall (attrition) saw a vast improvement of 109% from April to July 2022
- Cost per acquisition decreased by more than 240%
Awards
- Silver in Excellence in Data-Driven Marketing & Consumer Insights category at Marketing Excellence Awards 2022
- Bronze in Excellence in Mobile Marketing category at Marketing Excellence Awards 2022
- Bronze in Excellence in Performance Marketing category at Marketing Excellence Awards 2022