Quickly proved to be an extension of the in-house Baby Notebook team, constantly tweaking, and refining campaigns in real time.

Interest based, LAL and retargeting audiences were created to increase the number of app installs, while achieving a sub $3.00 CPI.

Situation.

Baby Notebook, a baby photo book app, was seeing rapid QoQ growth and needed a seasoned paid media agency to manage paid efforts as they outgrew their previous firm.

Baby Notebook had amassed a lot of learnings and nuances within paid media and was looking for a partner who would build upon the learnings rather than reinvent the wheel. Baby Notebook also had a really specific method they wanted to utilize for handling “test” vs “evergreen” campaigns and struggled to find a team that could adhere to these needs.

Objectives.

Volume: Increase monthly app installs by +20%

Profitability: Established CPI benchmark and worked to consistently improve MoM metrics.

Our Approach.

Anlayzed historical business trends to establish projections across Google App Install Ads, TikTok Ads, Meta Ads, and Apple Search Ads.
Developed a media mix to optimize for highest install volume at the lowest cost.
Established a “test” vs “evergreen” campaign mix that aligned with the clients business needs while also providing us a source of new insights for scaling.
Launched a full-funnel media plan with video views and traffic campaigns top of funnel along with middle and lower funnel tactics to drive growth.
Worked with agility, reflowing budgets to scale every 2-3 business days as we hit statistical significance.
Tested audience and creative across funnel placements and channels.
Devised a retargeting strategy on how to target people who viewed our TikTok ads, but did not install the app
Recommended influencer partners and creative based on TikTok and industry trends.