Stage 1. Pre-order
When we started our cooperation, the Monobank app was at the development stage. Our team decided to announce the upcoming product both via social media networks and Google display network.
On Facebook, we promoted the posts which quoted the Monobank founders. These described the advantages and features of the service, as well as revealed some creative workflow insights.
Simultaneously, we created a set of display ads and launched Facebook and Instagram PPC campaigns targeted at entrepreneurs and users who prefer online shopping.
A PPC campaign as well aimed at the landing page was concurrently performed on the Google Display Network. These ads depicted in various formats including animation banner.
Before the app became available in the relevant app stores, Monobank decided to test its beta version within users who had shared their email addresses on the landing page. A focal group received the app with a tutorial on how to download it to a smartphone, and after a while, each of the participants obtained a card.
As a minimalistic card was complemented with a sticker pack featuring cute cats, people began to publish their impressions on different media networks. This real feedback attracted new clients and heightened the interest in Monobank.
Stage 2. The Launch
The Monobank app released on the App Store and Google Play in November 2017. To rank higher within these app stores results, our project team performed app store optimisation (ASO) optimising the target app’s keywords before the launch.
The campaigns aimed at pre-orders were still active. However, to convert interested users into clients we launched CPI campaigns aimed at app installs on Google Ads, Facebook, Instagram, and Twitter.
The video ad campaigns aimed at the landing page had been performing from December to mid-January 2018. Later, these videos were used in the campaigns aimed at the app installing.
Google targeted the ads automatically. On Facebook and Instagram the targeted audience are as follows:
Stage 3. The Video Ad Campaign
Realising that the winter holidays were coming, and people were going to purchase gifts online, our team launched a ‘buzz’ campaign with short videos featuring why Monobank is better than other banks in Ukraine. These were performed within the AdWords campaign, as well as on Facebook and Instagram.
Before the winter holidays, we launched campaigns with short videos featuring why Monobank is better than other banks in Ukraine. These were performed within the AdWords campaign, as well as on Facebook and Instagram.
The targeted audience:
• users who visited the landing page
• users who shared their contacts in the beta app
Video ads received more than 2M views for the period from December to January. The campaign didn’t boost the numbers of installs, but engaged a broader audience and increased brand loyalty.
In January, when we had put out feelers to see which creative solutions attracted our target audience the most, we reviewed our CPI ads and launched the CPA campaign only with those banners which featured Monobank cat stickers. As these brand symbols became recognisable among users.
The campaign was aimed at the landing page and was shown for brand queries and broad queries such as order a credit card.
In January, we reviewed our CPI ads and launched the CPA campaign only with those banners which featured Monobank cat stickers.The campaign was aimed at the landing page and was shown for brand queries and broad queries such as order a credit card.