The Goal
Dwellingright is an app that helps you remember all your critical tasks, with step-by-step instructions on how to complete them. Both partners can see tasks to be done and their status, making it easy for busy couples to stay on top of everything.
Dwellingright was looking to add paid advertising to their marketing mix.
With costs per download coming in at over $20 USD, they needed a new approach for their paid social marketing.
The Strategy
To determine what would work, I needed to:
- Test different audience targeting parameters based on Ideal Customer Profiles
- Test in different cities across the US to find locations with robust download costs and potential high LTV
- A|B test multiple formats, creatives, and ad copy sets
I soon discovered that the best performers were single image ads with short copy and simple creatives that could be understood in under 3 seconds. I used this information to further iterate and optimize our copy and creatives.
The Results
Through careful and disciplined experimentation, Dwellingright was able to bring the cost of download down to under $3-4 – a dramatic improvement on the previous $20 CPI.
By reducing cost per installation by 400% and creating a sustainable acquisition channel, Dwellingright is now able to reach more busy families all across the country.
