Ecommerce player, Jabong, that carries over 15 international brands for various target audiences employed a Facebook Ads strategy to reach its audiences.
In a scenario where India is become a mobile first market, around 50 per cent of Jabong’s sales take place on mobile. However, installs of its ecommerce app were not growing as quickly as the company expected. Jabong wanted to drive more app installs, while watching the cost per install.
Jabong used mobile application ads to attract more lucrative mobile customers, achieving a 1.6X increase in the number of app installs. To entice mobile shoppers, Jabong created a range of special offers only available to app users, such as a 30 per cent discount with each purchase.
Further, Jabong promoted the offers in mobile app ads, driving people to download its app and start shopping. The ecommerce giant used Facebook’s lookalike audiences tool to target people with a similar profile to its top 5 per cent and top 10 per cent of customers.
Jabong ran its Facebook Ads campaign for one month, monitoring the cost per install throughout the campaign to ensure it was getting the best return for its budget. Facebook helped Jabong attract more valuable app users, while keeping its cost per install low.
During the course of one month between September 1–30, 2014, the campaign lead to a 40 per cent decrease in the cost per install and 15 per cent cut in cost per click. The campaign also achieved 1.6X increase in the number of app installs