Optus recently launched a number of digital life products to their customers. However, as part of the roll out, they were struggling to promote the new products and applications to their own customers in a cost effective manner.
Leveraging the scale and reach of the InMobi network, Optus was able to target their own customers to promote the Optus Go Places application with a direct call to action to download the app. Leveraging precise targeting, Optus was able to create different call-to-actions depending on the device.
The Optus Go Places mobile campaign was successful in delivering the marketing message to the right customer within
the right channel. Overall, the campaign achieved a CTR of 0.9%, with a peak
CTR of 1.65%. The campaign assisted in driving the application into the Top 100 list and #1 in the navigation category on the app store, allowing for organic growth to occur.