The global mobile application size was estimated to be $154 billion in 2019 and is expected to grow at a CAGR of 11.5% between 2020 and 2027. While this growth might seem motivating to many companies that are about to launch their mobile app, the abundance of apps in almost every industry means that marketers need to think out of the box to benefit from these applications.
To make the most out of these apps, they need to harness the potential of existing social media platforms that can give them the necessary exposure to drive awareness just like these three mobile apps did by leveraging Twitter's potential.
1. Touch of Modern
Online retailer Touch of Modern was about to launch Prada clothing for which it wanted to generate traction.
Their Objective
Touch of Modern wanted to cost-effectively drive app installs, signups, and purchases from its target audience of affluent males between the ages of 22 and 55.
Solution & Approach
Touch of Modern and its mobile advertising partner used Twitter's Mobile App Promotion solution to reach its target audience while cost-effectively driving app installs, signups, and purchases. To promote the Prada sale, the brand used the 1.91:1 Image App Card ad format. This allowed the online retailer to captivate its audience’s attention by using a combination of first-party and Twitter data for lookalike targeting.
To reach its most valuable audiences, Touch of Modern used first-party purchase data from existing customers and leveraged Twitter’s lookalike targeting to find similar audiences. In addition, keyword targeting helped reach audiences who were already interested in the brand.
The Result
Touch of Modern’s Twitter campaign was highly successful, resulting in a 69% signup rate and an impressive TOI of 111% within a month.
2. Epic Games Fortnite
Epic Games was about to launch a new version of Fortnite last fall and wanted to keep its fans engaged during the downtime required to make the switch.
Their Objective
Epic Games wanted to generate enough buzz and drive awareness around Fortnite last fall before it was launched.
Solution & Approach
As season 10 drew to a close, Epic took the game completely offline. Players who logged on saw nothing but a black hole in space.
When people came to Epic’s Twitter account to find out what had happened, they were treated to a live stream of the black hole. Epic’s Tweet history was gone. The worlds it had created were gone. No one outside Epic knew if Fortnite would ever return.
So, for the next 36 hours, the Fortnite faithful filled the void with millions of Tweets bemoaning the loss of the game and speculating about the future. Two days after the marketing event began, Epic launched Fortnite Chapter 2 with a full brand video and custom emoji, restoring its Twitter account.
Epic followed up by Tweeting bonus content around Chapter 2, encouraging fans to uncover hints about the new game from additional videos.
The Result
Nearly 13 million people watched more than 50 million minutes of the 36-hour Twitter live stream, making it the most viewed gaming live stream ever on Twitter. It became the number one trending topic on Twitter worldwide and inspired widespread coverage in both gaming and mainstream media outlets. Within days, Epic Games’ Fortnite account had added another half a million followers.
3. Gilt
Gilt is an innovative online shopping destination that offers its members “first come, first served” access to top designer labels and exclusive experiences at insider prices.
Their Objective
As over 50% of Gilt’s revenue comes through mobile, the brand wanted to re-engage with its mobile shoppers and remind them of its access to designer brands at up to 70% off retail.
Solution & Approach
Gilt used Twitter’s mobile app promotion suite paired with Promoted Tweets to reach its app audience, remind them of coveted sales, and bring them back into its mobile app to shop again.
By using tailored audiences from mobile apps, Gilt was easily able to target app users with re-engagement ads for its men’s and women’s businesses. The “Shop” call to action on the Image App Card directed users from their timelines back into Gilt’s app, or to the App Store to reinstall if they had since deleted it.
The Result
Gilt’s Twitter campaign performed extraordinarily well to generate 2x revenue as compared to their expectations for select app re-engagement campaigns. Also, it led to an 85% higher average app click rate than the industry e-commerce benchmark. Moreover, there was a 2x quarter-over-quarter increase in the average click-to-purchase rate.
Bottom Line
Mobile apps have gained immense popularity over the last decade. However, this has also led to unprecedented competition amongst brands operating in different niches. Therefore, leveraging Twitter’s massive reach amongst people can help all brands with increased brand recognition and recall rate.
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