By CTR and VTR, all concepts were almost on the same level. The “taped” story was slightly ahead, and the bike story was somewhat behind.
We have also conducted additional research to learn more about the success of every concept.
1) Bike - 55% of respondents recognised
2) Cafe - 51%
3) Taped - 48%
By Message transfer:
1) Taped - 48%
2) Cafe - 39%
3) Bike - 11%
By overall appreciation:
1) Cafe - 3.9 out of 5
2) Taped - 3.8 out of 5
3) Bike - 3.8 out of 5
As the message delivery metric is the most important for brand awareness, we have decided to use only Taped and Cafe concepts in our future campaigns.
As for the product metrics, we have witnessed an increase in the following metrics during the campaign:
+ 25% in new organic registrations
+ 4% in new paid registrations
+ 18% in organic conversion rate from installation to trial or subscription
+ 10% in organic LTV
+ 7% in retention rate
+ 13% in app openings
We have also compared the CPR of our regular user acquisition ads on Facebook for NYC with other cities (Chicago, Los Angeles, and Houston) during the campaign, and on average, it was lower by 8%.
Lastly, we have conducted a brand lift survey on each platform, and Facebook showed the biggest increase in Brand Awareness (+90%) and ad recall (+39%).