<step-l>1<step-l><case-h3>Improved SKAN accuracy<case-h3>

<p>To futureproof Drops’ growth, Applica “picked apart” the legacy SKAN model left over from Appsflyer and configured a new one with the help of Singular, which provided Drops with richer iOS campaign data.<p>

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<step-l>2<step-l><case-h3>Resolved MMP challenges<case-h3>

<p>Applica team resolved key MMP challenges by unifying marketing data, delivering tailored performance reporting, and enabling cost-efficient measurement and optimization.<p>

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<step-l>3<step-l><case-h3>Established a reliable creative testing process<case-h3>

<p>A new cost-effective creative testing process within Facebook Ad Manager was set up. Winning ads were refreshed on a constant basis after launch to avoid fatigue.<p>

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<step-l>4<step-l><case-h3>Set clear CPA/ROI targets<case-h3>

<p>Applica team decided to restructure the accounts by pausing the inefficient campaigns and focusing on campaigns that would bring positive ROI. This led to us creating an account structure for Drops with campaigns that consistently achieved an average ROAS of 130% and higher.<p>

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<step-l>5<step-l><case-h3>Optimized campaign structure<case-h3>

<p>Applica’s modus operandi was to adapt our strategies based on the ad platform and target markets, tailoring their approach for maximum impact.<p>

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<step-l>6<step-l><case-h3> Explored new channels<case-h3>

<p>Applica explored new channels by benchmarking and monitoring rigorously, then allocating resources strategically to maximize ROI and retention.<p>

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<step-l>7<step-l><case-h3>Continuous Optimization<case-h3>

<p>Applica team ensured continuous optimization through daily health checks to promptly address measurement or performance issues while fine-tuning well-performing campaigns. At the same time, we drove continuous idea generation to test new hypotheses and refine Drops’ advertising strategies for greater effectiveness. Finally, our global testing approach spanned virtually every ad platform and market worldwide, delivering valuable insights and enabling the acquisition of diverse audience.<p>

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<case-h3>User Acquisition details<case-h3>

<p>The case study period spans from March 2022 to the present, with user acquisition efforts focused on Meta, Google, and Apple Ads. Key GEOs targeted included the USA, UK, Germany, Australia, and Canada, with top-performing markets highlighted in the report. Reporting examples are shown in the visuals below.<p>

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<case-h3>Creatives approach<case-h3>

<p>Applica built an efficient creative pipeline on Meta, emphasizing UGC and static creatives. This approach enabled consistent testing, iteration, and scaling of the most effective concepts.<p>

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