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Cruise Genie is a game-changer in the cruise sector, providing personal recommendations and tips to people participating in cruise trips. Launched in December 2022, Cruise Genie is a newly founded company.
Our Aim:
- We aimed to get 5K active users in 2 months for Cruise Genie’s mobile application.
- Our goal was to reach the number of active users, not just installs.
- To reach upper-middle or high-income people as active users with a high interaction rate.
The target audience was very niche, so we have identified an inclusive target audience strategy, starting with people thinking of going on a cruise vacation and ending with people already on a cruise vacation.
15K Downloads, 10K Active Users From Zero in 2 Months Using Only Google Campaigns
Challenges:
“Our main challenge was “trying to create a new need that does not exist in the user.”
We encountered a spending limit issue on Meta ads; we quickly contacted the Meta team and tried to resolve the issue. The Meta team returned that the issue would be resolved after a while, and we quickly transferred our Meta budget to Google campaigns.
Our only Analytics platform was GA4. Due to (not set) errors, we couldn’t measure channel efficiency exactly. We tried to get as much insight as possible by combining Google Play console data and landing page data.
Social media engagement ads were reviewed, and the strategy was redefined and conveyed to the creative agency team. Based on the data, the decision was made to redevelop the App and the Website.
The Approach:
- We acted dynamically and swiftly throughout the process.
- Tackled various challenges every week, including meta restrictions and technical glitches.
- Exhaustively analysed and developed strategies for all available platforms, not just relying on Google App campaigns.
- Segmented audiences based on cruise journey status and crafted specialised campaigns for each segment
🎯 Staying true to our plan and KPIs:
- Awareness of our progress towards the goal allowed us to implement necessary actions. Weekly KPI tracking ensured reaching our goal was no surprise.
- We focused on business goals, not just high downloads or sessions. Because numbers can be deceiving, we delved deeper into metrics like app removal rate and engagement rate.
- Prioritized quality traffic and users, filtering out those with low engagement or quick app removals. As a result, active user trends increased alongside install numbers.
We saw that social media posts were shared with an advertising focus.
The brand team was informed that visuals reflecting lifestyle should be shared instead of download-themed visuals.
Before:
After:
Customer Feedback
User comments were conveyed to the product team, and the application was developed according to the feedback. Its goal was to increase the number of active users by improving the user experience.
Hard work always pays
Results:
In a period of two months, we achieved 15K downloads and 125K Play Store page views in an app startup, which has no generic brand search volume in this sector.
By evaluating Google Ads 360 degrees, we tried every way we could reach the target audience and produced creative strategies specific to each campaign type.
We encountered a spending limit in meta campaigns, so the only active platform we could use was Google, and we used it effectively.
