VoiceMap

Voicemap is an innovative audio guide app, reinventing traditional walking tours, driving and even boat ride tours by allowing users to explore new destinations at their own pace, free from the constraints of group tours or rigid schedules.

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the challenge

Voicemap approached us with the goal of expanding its app's user base, recognising that digital marketing would be crucial to achieving this growth.

The primary challenge Voicemap faced was scaling their app's user base in a cost-effective way. Although their in-house advertising efforts had seen some success, they were struggling to scale these campaigns while keeping the cost per app install low enough to be commercially viable.

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our solution

Step 1: Reevaluate the Client's Initial Goal

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The client initially aimed to drive greater in-app revenue by driving users to purchase tours. However, with the average tour priced at circa £8, achieving profitability through user acquisition via digital ads proved challenging. This meant that the cost of acquiring new customers with our original strategy was too high relative to the product price.

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Step 2:  Proposed Strategic Shift

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Recognising the limitations of the initial approach, we suggested a strategic pivot. Instead of focusing on driving direct sales through Meta, where fewer purchase events limited the effectiveness of bid strategies, we proposed prioritising app installs. The idea was to build a larger user base that would eventually purchase multiple tours over time, thereby increasing long-term revenue.

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Step 3: Creative Experimentation

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During this period, we conducted several experiments taking on a 'fail fast, fail often’ approach, particularly focusing on altering the allocation of their budget across various stages of the funnel to make the most of the relatively limited budget. This involved experimenting with various creative formats and iterations, including:

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• User-generated content (UGC) with different voiceovers and hooks
• Static images showcasing diverse locations
• Informative content about the app
• A range of video formats and creative angles

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Successful creative concepts that resonated with users were then integrated into our ‘BAU’ campaigns, driving consistent results.

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Step 4: Audience Testing

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We initially targeted a niche audience of ‘frequent travellers’ across multiple countries, but high CPMs led to elevated Costs Per App install. To counter this challenge, we shifted focus to a broader UK-based audience, leveraging Meta's insights and audience targeting performance. This change resulted in a significant rise in the volume of app installs and a notable reduction in the Cost Per App install (CPAI).

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implementation

We leveraged a combination of in-platform Meta adjustments and in-depth creative analysis using Motion to implement our strategy. This allowed us to move beyond standard metrics and gain more detailed insights into the way users were interacting with our ads, such as thumb stop ratio, to evaluate the effectiveness of our advert hooks.

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This strategic shift and resulting performance improvement involved collaboration across the company. We conducted an internal ideation session with the broader team to develop the new creative and performance strategy. The performance team managed the Meta adjustments, while the Creative Team focused on crafting and refining the creative elements.

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results

From August 5th to August 15th, we saw impressive results compared to the period from July 25th to August 4th, achieving 1,188 app installs, a remarkable 676% increase in just 2 weeks compared to the previous 153 installs. Additionally, VoiceMaps Cost per App Install dropped by 63%, from $5.23 SGD to $1.92 SGD.

Beyond these end-goal metrics, we also significantly boosted VoiceMaps reach and engagement, increasing the number of users reached by 552% and clicks by 595% in just 2 weeks.

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Client Testimonial: 

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“I didn’t expect to be receiving installs under $2; I’ve been very happy with performance.” - Iain, VoiceMap

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