We launched this app as differentiator to existing similar apps such as Google Duo, Zoom, Blue jeans, and Skype. The target was to create brand awareness and drive app installs with the focus on maximizing the in-app activities, increasing Monthly Active User (MAU) base and decreasing Cost per App Install (CPI) for both Android and iOS platforms.
Different advertising platforms were tested during the initial phase to determine the efficacy of each platform. Split testing implementation took place in the form of demographics and behavioral targeting. Also, different inventory sizes were experimented with to achieve optimal campaign conversions. Advanced app attribution and analytics platforms provided insights on user behavior and in-app events which helped in optimizing the campaigns to achieve better ROI.