Gumtree is Singapore’s no.1 free classifieds website. Gumtree is a free, simple and effective classifieds site which allows consumers to buy and sell goods as well as having specialist sections for jobs, property, cars, business services and teaching. Having an extremely strong online presence, Gumtree wanted to establish a similar standing in the mobile space. Up against Carousell, Gumtree needed to enter this space with high impact.
In line with an app update in September 2014, Gumtree engaged us to run an app install campaign. The aim of the campaign was to drive as many installs as possible for a cost effective CPI whilst considering app store ranking. In addition to driving app installs we were tasked with driving engaged and active users.
In order to achieve the campaign objectives, we executed a robust app seeding campaign that overlaid multiple inventory types to drive scale, momentum and quality installs. Key to our campaign was the use of various data sources to build tools that enabled us to understand our audience and engage with them more effectively. Our approach remained flexible throughout the campaign period as a result we saw 2 phases develop. Phase 1 focused on delivering scale and learning, whilst Phase 2 was on optimisation, engagement and increasing active users based on data. We utilised a combination of incentivised, non-incentivised and social installs, in addition to an integrated tracking platform that provided us with key insights and data that allowed us to accurately attribute and optimise the campaign as well as developing customised re-engagement strategies for Gumtree.
Optimisation and learnings from our extensive list of data sources were fundamental in helping us achieve phenomenal campaign results.
NOTE: RESULTS ARE CONFIDENTIAL