9.22% Reduction in CPI for Crypto Inheritance App

The Challenge

A leading provider of secure inheritance management and decentralized storage solutions for digital assets faced the unique challenge of driving new user growth in a heavily regulated and competitive industry. The company needed to overcome platform restrictions, audience skepticism, and high variability in channel performance to scale app installs effectively and cost-efficiently.

The overarching goals were:

  • To increase app installs across platforms.
  • To identify the most effective channels for sustained new user growth.
  • To refine messaging through creative and ad copy testing to build trust and engagement.

The Solution

Extensive Channel Testing:

  • Tested multiple channels, including Google App campaigns, Reddit, Spotify, Twitter, X and private advertising networks, to identify the most effective platforms for reaching the target audience.
  • Deployed adaptive strategies to overcome platform restrictions by experimenting with targeting options, ad placements, and formats.

Creative and Copy Iterations:

  • Iteratively refined ad creatives and copy to resonate with the audience and address skepticism.
  • Focused on value-driven messaging, leveraging both trust-building content and engagement-centric calls to action.

Data-Driven Optimization:

  • Monitored key metrics such as total installs, CPI, and install trends to reallocate spend toward higher-performing channels.
  • Analyzed week-over-week percentage changes to understand channel dynamics and improve campaign efficiency.

The RESULTS

Top-Performing Channel Identified:

  • Delivered over 229,000 installs with a low average CPI of $1.23, making it the most effective channel for driving new user growth.
  • Showed stable results despite industry restrictions, demonstrating high adaptability and scalability.
  • From the beginning of engagement, we saw a 9.22% decrease in cost-per-install, blended across all channels (including those use for experimentation.)
 

Challenges with Other Channels:

  • Achieved minimal installs with a prohibitively high CPI of over $2,500, highlighting inefficiencies.
  • Despite significant spends, these channels failed to deliver meaningful install numbers, reinforcing the need for focused investment.

Strategic Insights:

  • Percentage Trends: The top-performing channel showed consistent positive performance, while others demonstrated high variability, underlining the need for data-informed decisions.
  • Platform Insights: Extensive testing revealed clear winners, guiding future spend allocation.
  • Creative Refinement: Iterative testing successfully improved user engagement and reduced skepticism, contributing to the standout performance of the top channel.
 

Key Takeaways:

  • Channel Prioritization: The standout channel emerged as Google being the most effective platform, suggesting a strong alignment with the target audience and campaign objectives. 
  • Creative Innovation: Overcoming platform restrictions and audience skepticism required persistence and creativity in messaging.
  • Data Utilization: Regular analysis of performance metrics enabled agile decision-making and resource optimization.
This case study highlights the importance of strategic testing and adaptability when navigating the challenges of a restricted industry, paving the way for scalable and sustainable user acquisition. Diversifying your marketing efforts is especially important in regulated industries such as cryptocurrency. As we wait for ad platforms to catch-up and adjust their policies, many advertisers are left with disapproved campaigns, prohibiting growth in an industry that is growing exponetniually.

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"Veuno went above and beyond to ensure we hit the ground running with our marketing efforts during the pre-launch and launch phases. They executed critical tasks, including PPC campaigns, SEO optimization for our new website, setting up our email marketing automation platform, developing logic for outbound email campaigns, and creating cold email outreach strategies. They also delivered SEO-optimized blog content, which was essential in establishing our brand online. Veuno increased our new user growth significantly, and they secured an impressive email deliverability rate for our new domain, ensuring we could get into A/B testing for content.

We wouldn’t hesitate to work with Veuno again and highly recommend them to anyone needing a reliable, results-oriented marketing partner."
Jeremy Toeman
CEO and Founder
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