Shotzoom is a mobile-only company that creates mobile apps focused on enhancing both sports and fitness. Their Golfshot: Golf GPS app, is a golf performance improvement app designed to make users better golfers and improve their scores.
One of the main objectives of this campaign was to cost-effectively generate a large volume of loyal users for the Golfshot app, while also reaching peak visibility in the sports category. The other primary objective was to validate the effectiveness of Twitter as a new mobile app inventory source.
The strategy of this campaign was to capitalize on learnings as an early adopter of Twitter's Mobile App Promotion (MAP) product suite. Released on June 30, 2014, Fiksu made sure Shotzoom was first in line to take advantage of this new inventory source, and in particular its innovative TV targeting capability. As Shotzoom's President and General Manager Ben Addoms noted; "Fiksu takes all the intelligence we've gleaned from all our earlier campaigns, and as new sources like Twitter open up, they help us get smart really fast."
As a result, Shotzoom was able to meet their objective of generating a large volume of cost-effective, loyal users – driving more than 66,000 app downloads across both iOS and Android. This campaign, in conjunction with other concurrent campaigns, helped Golfshot reach the #4 ranking app in the Sports category.
Objective
The primary objective of this campaign was to generate a large volume of loyal users of Shotzoom's Golfshot: Golf GPS app. As mentioned above, the other main objective, unique to this campaign, was to validate the effectiveness of Twitter's Mobile App Promotion product suite, specifically its TV Targeting capability, as this was a brand new mobile app marketing platform at the time this campaign was run. Other objectives included achieving low user acquisition costs, as well as reaching peak visibility in the sports category.
Key Campaign Features
A key feature of Shotzoom's overall strategy is app advertising exclusively on mobile, via a variety of channels including Facebook, AdColony, Ad Words, iAd, inMobi, MoPub, and in the case of this campaign, Twitter. In particular, Shotzoom leveraged the unique benefits of mobile app install products, which take users directly to the app store after clicking an ad, to increase the chances that user ultimately downloads the app.
In addition to the unique mobile aspects of this campaign, Shotzoom was able to capitalize on one of Twitter's most unique advertising features– TV Targeting. Playing to the strengths of Twitter, TV Targeting was the key which allowed Shotzoom to reach users while they were watching – and consequently tweeting about – major golf events such as the British Open, the PGA Championship and the Ryder Cup. The target market audience of the campaign included people following famous golfers or golf personalities, popular golf courses, golf brands, and golf events. It also included those individuals who were talking about popular golf events.
Results
The success of this campaign resulted, in part, from early adoption of a brand new mobile marketing product that had just hit the market. While being an early adopter has its risks, it also has its rewards and Shotzoom was able to realize great success by testing this new inventory source.
In just a few short months, Twitter drove more than 66,000 app downloads across both iOS and Android. This Twitter campaign, in conjunction with other concurrent campaigns, helped Golfshot reach the #4 ranking app in the Sports category.
Additionally, the Twitter campaign conversion rate of 29% was an impressive 42% higher than the combined conversion rate of other networks. Twitter's CPI of $2.31 was also extremely favorable in comparison to a Facebook CPI of $3.10 during the same time period. These metrics were beneficial in helping Shotzoom validate Twitter's Mobile App Promotion product as an effective inventory source.
When looking at TV targeting in particular, Shotzoom was able to generate 16% lower CPIs while driving 30% greater scale, proving the channel was as successful as the company initially predicted.
Why It's Impressive
Delivering advertising messages to the right audiences is a challenge for any brand; however, Shotzoom was able to display highly targeted and creative messages to users that had already proven an interest in golf, thus the message as not obtrusive. For example, a user could be watching golf on TV and tweeting about the event on their smartphone, and then see a relevant mobile advertisement for the Golfshot app in their feed. These precisely tailored, and timely messages ensured that the advertisements were delivered in a contextually relevant yet inconspicuous way.
According to Ben Addoms, president and general manager of Shotzoom: "We were able to validate that TV targeting worked. When people watch golf they want to play golf."
