Despite their best efforts in Acquiring Users, the Return of Investment (ROI) on their Instagram and Twitter campaigns were costly and ineffective. As Tunemoji’s core functionality allows users to share GIFs across various messaging platforms, their key performance indicator (KPI) was naturally, an increase in the number of shares week on week. However, these numbers were declining and they needed a solution, fast.
Through research, we also discovered a significant issue that had to be addressed. There were sufficient evidence to suggest that users were not sharing GIFs because they did not know how to. As a result, users were merely downloading the GIFs, instead of sharing them.
Next, their cost per installation had to be reduced significantly to increase their ROI as their allocated budget was fixed.
From our research, we knew that content that received the best engagement were either funny, current or surprising. In one remarkable campaign, we swapped the video tutorial ads with a GIF featuring the fantasy drama television series Game of Thrones while the show was in season. It was mindblowing to see that once we produced a GIF that was a hit, it was possible to achieve a CPI that is 60% lower than the average!
As the main KPI was to increase the number of GIFs shared, we made several UX improvements so that users had a much easier way of sharing the clips in a more enjoyable way. The result? The number of clips soared by 604%.
With a solid method of foundation of testing, reiterating and redesign, Tunemoji’s growth performance improved dramatically in just 90 days.
RockMission really helped moved the needle on growth directly by significantly reducing the CPI. They were also great communicators and a team player, helping us to align values and targets across teams. We now know we are on the fastest growth path!