Primary content moderation is carried out using artificial intelligence. This is a complex task because AI can detect hints of 18+ content not only in images and text but also on application pages. Currently, AI can identify sexual undertones even in the mannerisms of models.
The goal is to attract new users from the USA, Japan, Turkey, and Saudi Arabia. The KPI is set at $1 per acquisition.
Progress of the work:
Our client demanded the attraction of men aged 40+ because they predominantly purchase premium services in the application. We analyzed the market to assess the layouts and promotion methods they use.
We developed 17 different creatives in photo and video formats for testing on the same target audiences to determine which format attracts users at a lower cost.
As a result of the testing, we found that videos showing girls dancing in front of the camera attracted users at the lowest cost.
Мы также проанализировали реакцию нашей аудитории в зависимости от возраста:
The advertising campaigns were launched with various objectives:
Click-through rate (CTR) optimization:
App installs:
Purchase of a paid subscription within the application:
We avoided directing users straight to purchases because we believe they should first familiarize themselves with the app before deciding to make a purchase.
The advertising campaigns were launched through 4 different accounts to minimize the risk of blocking.
Here's what we achieved:
iOS: We obtained 1578 installations at an average cost of $0.98.
Android: We obtained 1078 installations at an average cost of $0.50.