Discover how ADA's strategic ABCD testing and optimizations boosted UOB app performance by 15%, driving +84% MoM logins and 3.68% conversions.
UOB TMRW, the digital banking platform by UOB designed for the digital generation, aimed to achieve lower funnel conversions. The campaign focused on encouraging users to complete their first login on the app, ultimately leading to funded accounts and credit card approvals. A multi-channel approach was executed via Google Ecosystem (Google UAC and Google Ads Search), Meta App Campaigns and Programmatic channels to drive lower funnel conversions.
{{stats-component}}
Strategy
ADA leveraged its extensive first-party data, tapping into 45 million mobile Identifiers for Advertisers (IFAs) in Thailand to gain valuable insights into app behaviors and offline locations. Target audiences were segmented based on product USPs, and a winning acquisition model was established, shifting media responsibility and risk away from TMRW by UOB.
Results
- A week-on-week growth of 35% on new users’ acquisition
- An improved success rate of end-to-end conversion of 71% ahead of the monthly average
- The overall customer journey waterfall (attrition) saw a vast improvement of 109% from April to July 2022
- Cost per acquisition decreased by more than 240%
Awards
- Silver in Excellence in Data-Driven Marketing & Consumer Insights category at Marketing Excellence Awards 2022
- Bronze in Excellence in Mobile Marketing category at Marketing Excellence Awards 2022
- Bronze in Excellence in Performance Marketing category at Marketing Excellence Awards 2022
.jpeg)
.jpeg)
