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HOW WE HELPED
A MOM-TO-MOM APP COMPANY
cut 62.5% of CPA cost and increase active users in under 12 Months
Peanut is an investor-funded start-up
that wanted to grow their user base in order to secure a new round of funding from investors. Here’s how we grew their user base and helped them attract investors.
Goal
To increase their active user base in order to attract the next series of investment funding.
Challenges
Because Peanut currently doesn’t have a revenue model, any performance marketing they take on has to achieve the goal of steadily attracting their specific demographic (Moms who want to find other moms to connect with) without burning through the marketing fund.
Peanut was attracting active users at £4 CPA
What we did
Daily performance marketing campaign management In order to attract more relevant users, we set up an ongoing Facebook ad campaigns as well as Apple ad campaigns. These have been optimized daily, at sub £2 CPA for active users (Often lower than £1.30 per user, as of August 2019)
AD CREATION
We tested several ads to see which ads got the best response for the lowest CPA. We then went ahead to test similar variations of the winning ads.
CHECK OUT SOME OF OUR BEST PERFORMERS
Strategic Guidance
We researched their target market as well as competitors, and spent time checking out where moms are likely to hang out online and what they’re into.
We then helped Peanut create videos, images, and gifs that would appeal to those Moms and get them to sign up for the app.
That series of strategic approaches was set to further improve engagement and lower CPAs. Here’s a sampling of some of the suggestions we made:
- Test breaking facebook creative down to a suburb in one of our best areas (idea is to see if targeting down the the suburb level in the copy drives a better response rate). This will also need to dynamically show up in https://www.peanut-app.io/
- Test different ad styles
- Testimonial ads (From the app store / google play).
- Ads using influencers that “Launched” the app e.g. Lindy Klim, Jules Sebastian, Talitha Cummins, Laura Csortan, and Amber Sherlock in australia e.g. https://womenlovetech.com/the-peanut-app-the-tinder-for-moms-is-here-in-australia/
- Show us how you use peanut (get users to show us how they use peanut in their day to day lives).
- Explaining what the app does, benefit driven copy rather than feature driven copy.
- Refine target markets so just specific areas and get density there and then grow further out (Noticed on the app that there is a lot of comments about mothers not being close enough to each other to meet-up).
- Add topics to drive engagement. There are no topics in the Peanut app to actually drive “engagement” such as how to organise a local event. Most of them are excuses about too far away, can’t get a babysitter, etc…
- We recommend adding a map of Child friendly locations nearby (as recommended by the users).
How Did Peanut Feel about Our Work?
Cubatica has been great to work with overall. They’re responsive on Slack and proactive in communications. Having Josh involved from a strategic standpoint has also helped keep our projects on track.
Working with their team made the whole process seamless and helped us improve our strategy along the way.
Michelle, Co-Founder and CEO of Peanut
The Results of working with us: £1.50 average CPAs per active user, attracting more investors
Due in part to the results of our campaign management and strategic advisement, Peanut has been able to secure series X funding.
Peanut continues to work with us, due to our reliable results, as CPAs** continue to stay low, we’ve expanded the channels to include Apple and Google ads, and we’re currently exploring other channels to work together.
If Peanut had a revenue model, we would have scaled the company. However, as they did not have one, our focus has been keeping CPAs low – which is exactly what the company needed to attract additional funding.
You guys have totally turned performance marketing around for Peanut in the past couple months and I’m truly thrilled with the results (as is the rest of the team).
Jen Rapp – Ex Head Marketing at Peanut App
If You Want to Grow Your Active User Base & Secure Your Next Funding Round…
Get in touch with Cubatica now for a free marketing assessment.
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