29%

Lower cost per acquisition than goal
                     7X

Increase in app installs month-over-month
                     32%

Lower cost per install than other channels

The Story

IMVU is the leading avatar-based social experience app that connects people in a way that is fun, creative and meaningful. Looking to drive more engaged users, IMVU came to Snapchat to reach a new audiences that would not only download the app, but also spend on the platform.

The Solution

Using the Snapchat Ads Manager tool, IMVU launched their first App Install campaign on the IMVU had a laser focused goal of driving high quality users at scale. To achieve this goal with Snapchat,  IMVU used a combination of lookalike and predefined audience targeting to effectively reach the Snapchatters who were most likely to engage. To keep its creative feeling fresh and its swipe-up rate high, IMVU developed a series of Snap Ads which featured both user generated images, as well as evergreen brand assets. Each Snap Ad followed the creative best practice of using a strong CTA to prompt Snapchatters to swipe up and download.

The Results

IMVU had its eye on a direct response campaign that would offer a strong return on investment, with low CPA and high ROI goals. When Snap ads delivered a CPA of 29% below their target, the company knew it had found an exciting new channel for acquiring customers. Snapchatters also proved to be higher quality users than what IMVU found on other platforms, with a 7X increase in month over month app installs and a 32% lower cost per install than other channels.  Building on the moment of this success, IMVU has continued to grow with Snapchat, expanding into new markets and testing new creative concepts.

This article first appeared on Snapchat.

Author

Lomit Patel is the Vice President of Growth at IMVU, responsible for user acquisition, retention and monetization. Prior to IMVU, Lomit managed growth at early-stage startups including Roku (IPO), TrustedID (acquired by Equifax), Texture (acquired. by Apple) and Earthlink. Lomit is a public speaker, author, advisor, and recognized as a Mobile Hero by Liftoff.