Expand customer base and optimise business costs through a holistic media strategy across user journeys.
HelloGold recognises the significance of saving for one’s future, which is why its co-founders, Robin Lee and Ridwan Abdullah, developed a new approach for individuals to save their finances through innovative products. Established in 2015, HelloGold is the world’s first Shariah-compliant mobile app that revolutionises the way people purchase, save, sell, and redeem physical gold. With over 200,000 users, HelloGold aspires to assist a larger number of people in making progress towards lifelong financial stability.
The priority.
HelloGold sought to grow its customer base in key markets (Malaysia and Thailand) while minimising the cost of acquiring new customers through its app. It partnered with admiral.digital for mobile app marketing expertise.
The work.
Prior to investing in media budgets, the admiral.digital team collaborated with the HelloGold team, including the CMO and CTO, to optimise the app’s cross-funnel user experience (UX) and conversion rates. Once completed, the admiral.digital team implemented a mobile app attribution tool to evaluate the impact of its performance marketing efforts. The HelloGold tech team integrated the technology, while the admiral.digital team mapped out all in-app events and audiences to track.
The mobile attribution tool was directly integrated into various performance marketing channels for segmented, funnel-based marketing. Once tracking and audiences were in place, the admiral.digital team worked with the HelloGold marketing team to create targeted content for different target personas. The focus was on providing relevant messaging for different demographic groups of customers, such as Malay vs Chinese Malaysia vs Indian Malaysia, English vs Bahasa Malaysia, etc.
All content was used to acquire customers using Google UAC and Meta mobile app campaigns, all optimised for down-funnel in-app events. Campaigns and content were optimised on a daily basis, while in-app conversion rates were tracked weekly.
The result.
The work combined a media strategy across the user journey, event-based audiences, daily optimisation and conversion rate optimisation. End-to-end customer journey tracking and an app attribution solution were implemented.
- 33% increase in new customers acquired in the first six weeks.
- 18% decrease in cost per acquired customer (CAC) in the first four weeks.
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