How Myntra expanded its app user base and tripled its ROI
Indian mcommerce platform Myntra was looking to expand its user base shortly before running one of its large sales this year.
Background
Before starting the sale, Myntra’s Android app was at position 33 in the Google Play Store’s overall ranking and at position seven in the shopping category, rankings they wanted to improve through longer-term, sustainable user acquisition campaigns with various partners before they started their sale. It was essential for them to ensure a positive return on their investment (ROI) in working with Glispa Global Group, one of their mobile advertising partners for almost two years.
Execution
Myntra partnered with Glispa and other partners to ensure that a lot of new, high-quality users entered the app before and during the sale. Alongside its sustainable user acquisition strategy to get more users into the app, Glispa was able to increase the number of new downloads fourfold in a short amount of time through its network of direct partners and proprietary native inventory. This raised the app’s ranking in the Google Play Store and increased the number of users downloading Myntra’s app organically, reducing the final cost on paid user acquisition thanks to increased visibility.
Result
Myntra’s app rose to position five in the overall Play Store ranking during the sale and position one in the shopping category, which created a long tail of post-sale downloads and further organic uplift. The number of installs delivered by Glispa more than doubled during the sale, while user quality kept improving alongside with scale.
In addition, the campaign ROI remained healthy even during the short-term burst campaign, and was fully backed up by new users. These high-quality users downloaded the app organically, resulting in an ROI increase of almost 3x over the following seven days. Myntra’s offline campaigns during the period continued to raise awareness of the brand, and supported the mobile campaigns by improving top-of-mind recall.
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