550,000+ Users Acquired via Paid Social Media Strategy

Social Media Marketing
Meta Ads

Case study details

Objective
Achieve rapid user acquisition at scale in the competitive mobile app space through install-optimized Meta Ads campaigns.

The Challenge

Dabbl required rapid user acquisition in the highly competitive mobile app space. They needed to drive massive install volume while maintaining efficient cost per install and strong user retention.

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Our Approach

We launched install-optimized Meta Ads campaigns across Facebook and Instagram targeting both Android and iOS users, with a focus on creative that drove action in the first few seconds.

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Creative Strategy

We focused on high-impact video ads designed to maximize hook rates and install conversion:

  • First 3 seconds: Showcased the app's core value proposition immediately to capture attention
  • Vertical video: Optimized for Stories and Reels placements
  • Square video: Designed for Feed placements
  • Carousel ads: Highlighted multiple app features and benefits

Continuous creative testing identified winning formats and messaging angles.

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Platform Segmentation

We segmented campaigns by device type and operating system:

  • Separate campaigns for iOS vs Android users
  • Different bid strategies based on respective lifetime values
  • Platform-specific creative optimization

This segmentation allowed us to maximize value from each user type.

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Audience Strategy

We tested multiple audience approaches to find the most efficient acquisition channels:

  • Broad targeting: Leveraging Meta's algorithm optimization to find high-value users at scale
  • Interest-based segments: Mobile gaming, rewards apps, cashback, money-saving apps
  • Lookalike audiences: Seeded from Dabbl's highest-retention users to find similar quality installs

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Retargeting

Retargeting campaigns focused on users who engaged with video content but didn't install, giving them additional touchpoints to convert.

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Scaling Strategy

Through aggressive scaling strategies and continuous creative testing, we systematically increased budget on winning campaigns while maintaining efficiency.

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Results

Through install-optimized campaigns and continuous creative iteration, we achieved:

  • 550,000+ app installs driven
  • Cost per install below $0.72
  • 41% retention rate at day 30 (strong indicator of user quality)

The combination of high volume and strong retention delivered significant lifetime value for Dabbl's user base.

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