By accurately identifying the profiles of high net worth users, controlling our media spend against App Rankings and uncovering non-actives who had not yet made a purchase, we engaged users with the right call-for-action across their purchase funnel. On average, our paid media investment achieved a click-through-rate of 6%!

In just 4 days, iWatson’s was No. 1 on both Google Play Store and Apple App Store for 5 weeks in a row! With only US$30,000, we generated 85,000 high quality downloads, 70% over our target! With a phenomenal return on investment of 3:1, cost per acquisition was pushed down to (HKD) $5, $6 lower than the targeted $11!

Best of all, we successfully encouraged Hong Kongers to shop on their mobile phones! Since its launch, Watson’s has grown its mobile commerce by 50% on a monthly basis. iWatson’s proved to retailers that e-commerce can be exploited in Hong Kong!

The introduction of LTV technology was critical to acquiring quality downloads at a low budget.

Since mobile commerce in Hong Kong is still at its infancy stage, we simply had no data to define our media audience. Yet, anyone in Hong Kong potentially buys beauty and personal care products for themselves or their family. Had we not used LTV to track all interactions on iWatson’s, we would’ve never been able to extract behavioural insights and identify who to target for acquiring quality downloads. For instance, through LTV, we uncovered that our quality shoppers tended to be iOS users living on the HK Island using Chinese language devices with a sports interest. Combining our audience cluster definitions to our programmatic buying then ensured Watson’s captured the right audiences of high net worth to minimize wastage.

To maximize our organic downloads, App Annie’s SDKs enabled us to continuously benchmark competitive rankings with our own. Considering that most mobile users learn about new apps on the Top App charts, we were able to manipulate our spending against daily performance.

More than acquisition, LTV further uncovered who our non-active users were, activating and accelerating their purchase with ads that encouraged them to browse on iWatson’s.