Context
As a Digital Marketing Manager at Mondia, responsible for the European Market, my focus revolves around crafting and implementing strategies aimed at expanding entertainment services for Orange and Vodafone.
Mondia, a multinational corporation headquartered in Dubai, provides an entertainment platform across various verticals including games, music, and Gymondo – a sports service. My role primarily involves acquiring subscriptions through targeted acquisition campaigns, fostering customer growth, and driving engagement to maintain a healthy and low churn rate.
Challenge - Orange Spain (Games service)
Boost customer base engagement - Key Performance Indicator (KPI): Increase user usage of the games
Strategy to improve the engagement of the service
First Optimization: Reformulate the subscription flow of the acquisition campaigns - 130K budget to spend
Second Optimization: Optimatize the Google Ads campaigns (engagement camapigns) - 5K Budget to spend
Third Optimization: Launch other engagement camapigns (In-App and Push Notifications)
First Optimization
Change the flow to generate more usage.
User Acquisition Campaigns - Old Flow - Users are redirected to the dowload app page not generating usage.
User Acquisition Campaigns - New Flow - Users are redirected to play the game online in a browser, generating usage.
Second Optimization
Google Ads Campaigns (Display) - These campaigns serve as our most potent source for driving usage. They operate as remarketing campaigns targeting subscribed users, redirecting them to play an online game. We optimized the designs and refined the audiences to achieve improved usage results.
Third Optimization - Launch In-App and Push Notifications Campaigns
Push Notifications - These campaigns entail mobile notifications sent to all users who have used the app at least once in the past year. One notification is sent per week, promoting new games, movie premieres (Disney, Marvel), and sports events.
In-App - These are campaigns sent to all users who have used the app at least once in the past year. These campaigns are conveyed through pop-up messages inside the app and are sent three times per week. They promote new games, movie premieres (Disney, Marvel), and sports events.
Results
+118% increase in service usage observed between December 2022 and April 2023, attributed to the implementation of optimizations.
