Goals, tasks, stages

The global goal

Increase Dostavista presence on Russian market.

Expansion into international markets Brazil, India, Indonesia, Mexica, Malaysia, Philippines, Turkey, Vietnam, Korea.

KPI Stages

  • Increase install base at RU market from Inapp traffic
  • Optimization of creatives and placements at ad networks
  • Scaling traffic with 15+ inapp ad networks
  • Scaling at other GEOs (BR, ID, IN, MX, MY,PH,TR,VN, KR)
  • Launching traffic at Apple Search Ads at all GEOs (BR, ID, IN, MX, RU, MY,PH,TR,VN, KR)

Stages

  1. Increase the number of the app installs
  2. Increase conversion of installs into identification
  3. Increase brand awareness on local markets

Traffic sources

15+ inapp networks (large scale, low CPA (at certain GEOs), additional branding effect)

Apple Search Ads (audience with existing demand, large volume, low CPI (at certain GEOs), ability to convert competitors’ audience, CR to orders and other events are higher than at other paid traffic, high users’ LTV)

Creatives

Results

Traffic increase (in total volume)

ASA from 340 orders in December 2019, 1266 in Feb 2020, 8126 orders in May 2020 Inapp – 1293 orders December 2019, 4072 in Feb 2020, 14205 orders in May 2020

CR install to “first_order” event increase

PH
Dec 2019 – 29%
May 2020 – 35%
October 2020 – 41%

MX
Dec 2019 – 19%
May 2020 – 24%
Oct 2020 – 38%

KR
Dec 2019 – 8%
May 2020 – 20%
Oct 2020 – 33%