Goal
Sherwin-Williams created an iPhone app called ColorSnap that allowed iPhone users to take photos of their surroundings for inspiration and match those colors to paint colors from Sherwin-Williams. Additionally, this app allowed users to find complementary colors to create a full palette, and locate Sherwin-Williams retail locations near them. While this app was an excellent brand extension and rated highly by users, it was largely undiscovered because it was ranked #70 in the Utilities category of the app store. Sherwin-Williams wanted to drive downloads of their app and boost their ranking so they partnered with AdMob to promote ColorSnap.

Solution
AdMob ran a two day burst campaign across 3,000+ sites and apps in their iPhone network promoting the Sherwin-Williams app. A large number of downloads in a short period of time results in improvement in an app’s ranking, so the campaign spent the entire budget in just two days. CPC Text Link ads led users directly to the app’s download page when clicked.

Results

• Day 1 of the campaign: 392% increase in downloads over the previous week’s average
• Day 2 of the campaign: 533% increase in downloads over the previous week’s average
• Ranking climbed to #18 from #70 in the Utilities category within two days
• 1.08% CTR
• Even after the campaign was over, the app was highly ranked and discoverable, resulting in a significant volume of “organic” downloads

Campaign increased daily downloads by > 500%

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