2,561 Installs Across Four Asian Markets

About the client

The client is an international wealth management company and one of the first fintech advisory platforms in Singapore. It offers end-to-end online account opening and investment operations through a mobile app.

The challenge

The client wanted to set up its digital channels in Singapore, the Philippines, Malaysia and Indonesia. It had three goals: drive app installs, raise brand awareness in each market, and improve the online customer experience. A new wealth platform asks people to trust it with their money, so awareness and installs had to grow together.

What we did

We ran organic and paid media together across social media and both the Apple and Android app stores.

App installs. Paid campaigns on social platforms were tailored to the demographics and interests of people interested in wealth management. We also optimised the app’s listing on both app stores to improve visibility and downloads.

Brand awareness. Paid and organic social ran side by side. Videos, infographics and client testimonials explained what made the platform different, and influencer marketing added reach and credibility.

Customer experience. We promoted interactive content such as quizzes, webinars and online events about wealth management, supported by paid media. Retargeting brought back people who had shown interest but had not installed the app or opened an account.

Results

The campaign delivered, as tracked in AppsFlyer:

• 2,561 app installs across iOS and Android, in English and Chinese ad languages;
• 532 registrations;
• 46 accounts opened.

On cost, the cost per conversion was as low as $3.48 in Indonesia, measured on store-click conversions in the autumn 2019 social ad report.

Alongside these figures, the client saw:

• website traffic that grew every month;
• top rankings on both the Apple App Store and Google Play for relevant wealth management and investment keywords.

Results in context

The campaign ran for six months across Singapore, Malaysia, the Philippines and Indonesia. Installs, registrations and accounts opened are totals tracked in AppsFlyer across iOS and Android and across the English and Chinese ad languages. The cost per conversion of $3.48 is for store-click conversions in Indonesia, taken from the autumn 2019 social ad report, so it comes from a different reporting window from the install counts.

For a wealth platform the three counts form a funnel: installs show interest, registrations show intent, and accounts opened show that people trusted the app with their money. That is why we report all three, not installs alone.

None of these figures is a before-and-after comparison. The source gives no numbers for the monthly traffic growth or the app store rankings, so those are described in words only.