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CASE STUDY

Fast-tracking installs drive huge app ownership gains

ADVERTISER OBJECTIVE

Scaling adoption of safety services app

A major automaker partnered with T-Mobile Advertising Solutions to efficiently increase app ownership with an awareness campaign focused on Cost Per Install (CPI).

STRATEGY

Exclusive data insight sharpens focus on target audiences

The brand leveraged T-Mobile App Insights, including our exclusive first-party app ownership and engagement data, to identify both new and potential customers, refine segmentation with a specific mix of audience personas, and continue driving efficiencies in overall CPI.

RESULTS

Activating audiences across the app lifecycle

Connecting with new T-Mobile customers at key device milestones, the automaker was able to fast-track installs and increase ownership from 250,000 to more than 3.7 million and counting.

800 percent plus increase in app ownership

Expanding their investment to re-engage key app-based audience segments proved to be a differentiating factor, helping broaden the prospect pool and beat the original CPI goal by nearly 80%.

<$3 cost per install

With access to the proprietary T-Mobile App Insights reporting suite, the automaker uncovered new opportunities at every step of the customer journey.

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