Wooplr used Facebook Ads to guide style hunters on their journey of discovery, offering them fashion inspiration, trend alerts and practical tips and demos. The first stage of its campaign aimed to drive installs. The company later explored more advanced targeting tools to boost app engagement.
Launching the campaign :
To kick off its campaign, Wooplr ran mobile app ads for installs in 2 formats—video and carousel. The carousel format allowed it to showcase multiple images in a single ad. The company mapped out its audience and used interests targeting to reach people with diverse interests with a range of formats and targeted creative. The ad copy encouraged women to discover their inner fashionista and emphasised how Wooplr makes shopping fast, fun and convenient.
Wooplr tailored its content and creative for different audience segments—a strategy that helped the company achieve high click-through rates. For example, it showed 25- to 30-year-old women living in urban areas Diwali outfit ideas that were chic, on-trend, suited to their lifestyle and easy to mix. When speaking to younger women, the company adjusted its tone to be more edgy and bold. Wooplr also retargeted people who had already installed the app, showing them ads with news and products to encourage them to make an in-app fashion purchase.
Ramping up the targeting :
In phase 2, Wooplr used even more precise targeting to boost app retention and engagement rates. Once it had built up a significant user base, it created a Custom Audience from them. It then used Lookalike Audiences to find people on Facebook with similar characteristics. This ensured the company efficiently reached the people who would be most likely to engage with its app. It ran the ads across both Facebook and Instagram from June 20, 2015–February 20, 2016, managing them through Power Editor.