Liftoff Increases In-App Purchases by 276% for IMVU
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CASE STUDY | SOCIAL | USER ACQUISITION
Liftoff Increases In-App Purchases by 276% for IMVU
The Challenge
IMVU is a 3D avatar-based social experience with the largest 3D world and catalog to customize an
avatar’s look. Users meet new people, chat with friends, and roleplay within the app. IMVU reached
out to Liftoff to help them acquire new quality mobile users in the USA on iOS. Their main KPI was
scaling in-app purchases at a set CPA cost.
The Solution avatar characters, copy variations, avatar
groups, avatar hairstyles, and more.
The IMVU iOS campaign started by analyzing
the install to in-app purchase user flow, defining The campaign started on a CPI pricing model
KPIs, and setting expectations. The user flow for (optimize for app installs). Liftoff’s machine
IMVU is install > register > in-app purchase. In- learning (ML) platform programmatically started
app purchases available include over 20 million to bid on ads solely to learn which users were
user-generated VR-ready goods to customize most likely to install the IMVU app. We exited
the looks of avatars within the app. the learning phase of the campaign just days
after launching the campaign, moving to a CPA
To feed Liftoff’s machine learning platform, IMVU focus, aggressively seeking users most likely to
started sending all relevant postback data from make an in-app purchase.
AppsFlyer, a leading mobile app tracking &
attribution analytics platform. Postback data included As the campaign shifted to CPA event
installs, registrations and in-app purchases. optimization, scaling was initially a challenge.
First in-app purchase events happened
From the start of the campaign, Liftoff too infrequent, not providing our machine
conducted ad creative A/B testing, optimizing learning platform enough data to optimize.
for click-thrus, CPIs, and in-app purchases. The After switching from a CPI to fixed CPA pricing
team created multiple tests across banners, model, the campaign gained significant traction,
videos, and interstitials. resulting in increased daily spend and spend
Ad creative tests included comparing different consistency.
“The Liftoff team has continued to exceed our expectations by always being
on top of the campaign, proactively identifying new growth opportunities to
scale up performance, minimizing any fraudulent activity and resolving any
issues that came up around misalignment on data attribution. It’s refreshing
to work with a partner who is actually as motivated as us to making this
partnership successful.”
- Lomit Patel, Vice President, Growth at IMVU
The Results
IMVU is a great example of the benefits of optimizing for
post-install conversions with a CPA target. Liftoff’s ML platform
efficiently optimized for users most likely to make an in-app
purchase while staying within the CPA target. Some additional
performance gains included:
In-app purchases increased by 276%
Installs increased by 167%
Install-to-action rates increased by 41%
On the creative side, we uncovered some noteworthy
performance insights. A video test that compared avatars
switching outfits vs switching hairstyles resulted in a 202%
improvement in in-app purchases. Another A/B test pitted static
native images of avatars with different fashion styles against IMVU
a more generic image with fewer avatars and large copy.
The ad with more avatars consistently outperformed all other
IMVU is the World’s largest avatar-based
creatives, resulting in an 85% improvement in the impression- social networking app that connects people
to-app install rate. in a way that is fun, creative and meaningful.
IMVU members use their 3D avatars to
Once we began optimizing for in-app purchases against a meet new people, chat, create, play games,
and purchase virtual goods.
target cost-per-action cost, Liftoff was able to ramp up and
scale ad spend, increasing the average daily ad spend by Founded in 2004
217%. This is a great example of the benefits of optimizing for Headquartered in Redwood City, CA
post-install conversions, where a clearly defined CPA target
backed by ML and creative tests resulted in a high performing
mobile user acquisition campaign.
Get started today.
info@liftoff.io | www.liftoff.io Liftoff is a full-service mobile app marketing and retargeting platform that uses post-install data to run true CPA-optimized
650-521-9692 mobile user acquisition and retention campaigns.
CASE STUDY
Liftoff Increases Daily In-App-Purchase Revenue
by 137% for MyTona
The Challenge
MyTona, one of the most successful hidden object puzzle adventure game developers, ap-
proached Liftoff with lofty goals spanning the entire mobile customer funnel. Initially focusing on
iPad within the USA, MyTona’s goals were to keep CPIs low, boost retention rates, while increasing
in-app purchase (IAP) revenues for their highly successful Seekers Notes: Hidden Mystery hidden
object game.
The Solution
Liftoff officially started the users most likely to convert on iPad in the USA.
first mobile user acquisition From this point, Liftoff programmatically bid on
campaign for Seekers Notes: ads solely for this lookalike audience.
Hidden Mystery in September
The Liftoff creative team launched the campaign
of 2016. With KPIs across the
by dynamically A/B testing many ad formats: in-
entire funnel, MyTona all post-
teractive interstitial, native, animated video, and
back data including installs
banner. With the highly visual nature of hidden
and in-app events to Liftoff through adjust, a
object games like Seekers Notes, there was a
leading mobile attribution and marketing analyt-
lot of room to explore what scenes, messaging,
ics platform.
post-ad prompts, and visuals performed best
The more data shared with Liftoff’s Machine for optimal conversion rates. MyTona provided
Learning (ML) engine, the faster and more a variety of scenes and smaller creative ele-
efficient it produces optimal campaign results. ments which expedited the A/B testing process
After a brief exploration period, the ML platform -- concluding with immediate positive campaign
created lookalike profiles of Seekers Notes results.
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