Driving Installs with the Right Audience and Messaging

Gradeup created lookalike audiences from their existing high LTV users by leveraging rich mobile signals such as user interests, demographic, appographic, and technographic profiles. 

The lookalike audiences were encouraged to download the app using a variety of mobile-first creatives. The creatives featured Kartik Aaryan, the new brand ambassador of the brand, advocating three key aspects: 1. Why Gradeup is India's most effective exam preparation app 2. The list of competitive examinations students can prepare for 3. The call-to-action (CTA) - 'Download Now' redirects the user to the Play Store.

Creating Seamless User Experiences on Glance

Glance's screen zero platform helped deliver a non-intrusive ad experience by interspersing the Gradeup creative in the users' lock screen newsfeed. Gradeup leveraged the Glance OCI (One-click install) feature to enable a seamless experience where smartphone users could directly download the app without having to visit any landing page or play store. This reduced the churn rate, which otherwise leaves a negative impact on the experience and engagement of the customer.

Converting the One-time Users to Committed Learners

The philosophy of Gradeup is to foster structured learning. They believe that it is only by learning actively every day that aspirants can make significant headway to meet their objectives. Hence, the most pivotal step for Gradeup was to convert their one-time visitors and dormant users, who have the zeal to prepare but are unsure how, into subscribers of virtual learning programs where they can delve into study plans and online learning courses on a daily basis. The brand identified these one-time users who already downloaded the app and then via effective remarketing, nudged them to subscribe to Gradeup’s virtual learning courses. The remarketing ads encouraged users to crack competitive exams with the right prep and displayed a promo code to avail discounts, thereby raking in subscriptions.

Effective Optimizations for Better Results

1. Time-based Targeting
 

Gradeup identified the peak time when most in-app events happen and retargeted the users in the peak times between 9 am to 11 am, followed by 7 pm to 8.30 pm, to drive a higher impact.

2. Launching Ads During Festive Season
 

On occasions such as Holi and the peak festive season observed in the last quarter of the calendar year, the ad visibility is on the higher side. The campaigns delivered a much-required scale for Gradeup to drive user acquisition.