The Customer
Zephyr Mobile develops apps and games that promote relaxation, mindfulness, and stress relief for users.
Their products, like the app Get Color, are designed to help users reduce stress, calm the mind, relieve anxiety, and encourage relaxation. They focus on innovation, proactive implementation, and offering a rich user experience.
The Challenge
Zephyr Mobile sought to grow its user base across multiple regions.
Known for their globally popular stress-relieving games, Zephyr Mobile aimed to expand by exploring new ad inventory to complement search, social, and programmatic efforts. They also required a centralized approach to gain insights into the mobile OEM landscape and effectively manage multi-regional campaigns.
The Solution
Zephyr partnered with AVOW to access new user acquisition channels and gain centralized campaign management for multi-regional growth.
To effectively implement its user acquisition strategy, AVOW employed several key tactics:
✔︎ Partnership with Xiaomi: AVOW leveraged its partnership with Xiaomi for Zephyr’s user acquisition strategy, benefiting from the manufacturer’s over 70% market growth last year and surpassing Samsung in distribution.
✔︎ Focus on European reach: Xiaomi is one of the mobile OEMs with the highest reach in Europe, a crucial region for Zephyr’s strategy.
✔︎ Targeted growth strategy: AVOW concentrated on Xiaomi devices across 30 countries, promoting two titles from Zephyr’s portfolio: Get Color and Hey Color.
✔︎ Performance-based campaigns: All campaigns operated on a performance-based model rather than CPM or CPC, allowing for optimizations based on down-funnel engagement events such as activity levels and ROAS.
✔︎ Avoiding partner overlap: AVOW ensured there was no overlap with Zephyr’s existing user acquisition partners.
✔︎ Risk-free performance model: AVOW proposed a risk-free performance model with zero fraud tracked on the MMP, utilizing OEMs’ own PMPs and eliminating third-party traffic.
The Results
Zephyr Mobile expanded its user base and achieved key performance goals through targeted campaigns.
The collaboration between Zephyr Mobile and AVOW was a resounding success:
🔓 Untapped inventory unlocked: AVOW became a key partner in Zephyr’s user acquisition strategy, unlocking new inventory and managing complex campaigns across 30+ countries.
🏆 Ambitious goals achieved: AVOW met Zephyr’s engagement and performance metrics by effectively targeting users on Xiaomi smartphones and providing a centralized service for optimizations.
This partnership not only broadened Zephyr’s user base but also delivered valuable insights into the mobile OEM landscape, enabling informed decisions for future user acquisition strategies.
The Feedback
“We are very satisfied with our partnership with AVOW: the team is extremely knowledgeable about the OEM industry and its potential, and seamlessly managed our campaigns across over 30 countries. They undoubtedly played a key role in our global user acquisition activity.”