CHALLENGE
Breaking into the dating space with a new mobile app is extremely complicated, especially considering the fierce competition and large pool of options for users available in the market.
ODXCLUB launched its new dating app at the beginning of 2022, with the aim of empowering women and putting them in control of their dating experience. They approached REPLUG with the challenge of defining the best possible user acquisition strategy to acquire women in a limited geographical area, starting from the city of Berlin (DE), with the objective of expanding country-wide at a later stage.
The collaboration extended over different areas, touching on marketing infrastructure challenges, as well as App Store Optimization activities and Creative production.
INCREASE THE FEMALE SHARE
INCREASE THE REGISTERED USERS
DECREASE THE OVERALL CPA
SOLUTIONS
A 360-DEGREE APP MARKETING APPROACH
Our marketing team worked closely with ODXCLUB from day one, performing an in-depth app audit that focused on identifying growth levers, while implementing a series of targeted actions across several activities (ASO, Paid UA, and MarTech Setup) to deliver great results.
COMMUNICATION & CREATIVE STRATEGY
With a dedicated team of creative and brand experts, we supported the ODXCLUB team redefining their communication approach, putting women at the center and speaking their language to increase relevancy and improve results.
SCALING TIKTOK WITH UCG-ADS
Our paid user acquisition team identified TikTok as a great opportunity to scale at lower costs. We engaged several content creators and delivered highly targeted user generated content that outperformed traditional ads.
COMMUNICATION STRATEGY
A combination of creative assets produced by our creative studio and user-generated content delivered by content creators to drive down the cost of acquisition and keep a healthy share of women in the app.
STUNNING CREATIVE ASSETS THAT CONVERT
Our in-house creative studio ideated 100+ creative assets in collaboration with the ODXCLUB team and our Paid User Acquisition team.
The ideation process was the result of constant analysis of the campaign performances.
USER-GENERATED CONTENT TO SCALE EFFICIENTLY
Together with ODXCLUB, our team of app marketing experts identified and briefed several content creators to generate original content to promote in a unique way the mobile app.
The results achieved on TikTok and other Social media were impressive, and our Paid UA team was able to scale the marketing budget, while keeping the CPA within target.
IMPACTFUL CHANGES
OMNI-CHANNEL APPROACH
Only thanks to a 360-degree app marketing approach, our team was able to reach and maintain over time a stable cost-per-acquisition and scale budget consistently.
PERFORMANCE-DRIVEN CREATIVE APPROACH
Our creative studio, in collaboration with our app marketing experts, constantly analyzed creative performances to iteratively test different ideas and solutions.
USER-GENERATED CONTENT TO SCALE
UGC Ads were used on Paid Social campaigns (Meta & TikTok) allowing us to reach stunning results over a longer period of time.
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