The Customer
Joom, the European pioneer in social e-commerce.
Joom is a global marketplace selling products from Europe and Asia directly to buyers in more than 150 countries. It specializes in quality goods at low prices. They aim to simplify the shopping experience by offering a range of exclusive deals to their clients from home decor to accessories and even special gifts.
The Challenge
Joom faced the challenge of driving growth beyond traditional channels to reach new users effectively.
Joom sought to acquire users through untapped mobile OEM inventory to drive incremental growth beyond their traditional mix of marketing channels promoting the Joom App. The challenge was to optimize user acquisition (UA) activities, avoid overlap with existing UA strategies and partners, and develop a comprehensive strategy with new KPIs. Additionally, Joom needed to adapt to a new and exclusive business model while ensuring effective operation and achieving measurable results.
As a popular e-commerce app, Joom has massive activity on both paid and non-paid media/advertising. While looking for incremental activity at scale, Joom´s market efforts are highly driven by performance, meaning that every single ad spend must revert into engagement and purchases within the app.
The Solution
Joom partnered with AVOW to leverage untapped OEM inventory and drive incremental user acquisition across Europe.
Key initiatives to maximize reach and engagement:
✅ Exclusive mobile OEM partnerships: AVOW leveraged its partnership with Xiaomi, which presented 70%+ market growth last year in Europe, to increase Joom’s penetration across the continent.
✅ New Ad inventory: This collaboration resulted in new banner ads inventory in specific EU and CIS markets which Joom wanted to penetrate.
✅ Targeted media buying: AVOW improved user engagement and performance by selecting the right target groups for media buying.
✅ Real-time optimization: Surpassing the client’s KPI goals, AVOW used real-time optimization through AVOW Intelligence – AVOW’s proprietary tool for precise ad targeting and performance enhancement, including their own ad placements, payment solutions and app stores.
The Campaign Results
The campaign resulted in user growth, expanded market reach, and exceptional return on investment.
+60k
Monthly installs
+15k
Purchases
10
Activated geos
>150%
ROAS
Working together, Joom and AVOW were able to reach untapped ad placements in many countries, including Russia, Spain, Germany, and France.
📲 +60k Monthly installs
Joom experienced a significant increase in app installations, with over 60,000 new installs each month.
🛒 +15k Purchases
The campaign drove substantial in-app purchases, totaling more than 15,000 transactions.
🌐 10 Activated geos
The initiative successfully expanded Joom’s presence into 10 new geographic regions, broadening its market reach.
📈 >150% ROAS
The return on ad spend (ROAS) exceeded 150%, demonstrating exceptional efficiency and profitability in the campaign.
The Feedback
“AVOW was able to acquire users for Joom on a high scale, consistently surpassing our KPIs on engagement and compliance via OEM Inventory.”