IMVU Increased App Installs by 7X Month-over-Month
How IMVU Used Snapchat to 7X App Installs While Lowering CPIs
The Challenge
IMVU is the leading avatar-based social experience app that connects people in a way that is fun, creative, and meaningful. Looking to drive highly engaged users, IMVU turned to Snapchat as a growth channel to reach new audiences that would not only download the app but also convert into paying users.
The Solution
Using Snapchat Ads Manager, IMVU launched its first App Install campaign with a laser-focused goal: drive high-quality users at scale. To achieve this, IMVU leveraged a mix of lookalike audiences and predefined audience targeting to effectively reach Snapchatters who were most likely to engage and convert.
To keep creatives fresh and maximize engagement, IMVU developed a variety of Snap Ads, featuring both user-generated images and evergreen brand assets. Each ad adhered to Snapchat’s creative best practices, using a strong call-to-action (CTA) to encourage swipe-ups and downloads.
The Results
IMVU had its eye on a direct response campaign that would offer a strong return on investment, with low CPA and high ROI goals. When Snap ads delivered a CPA of 29% below their target, the company knew it had found an exciting new channel for acquiring customers. Snapchatters also proved to be higher quality users than what IMVU found on other platforms, with a 7X increase in month over month app installs and a 32% lower cost per install than other channels. Building on the moment of this success, IMVU has continued to grow with Snapchat, expanding into new markets and testing new creative concepts.
29% Lower cost per acquisition than goal
7X Increase in app installs month-over-month
32% Lower cost per install than other channels
