MTS Music

Client

MTS Music is a mobile app offering users access to an extensive music library, including exclusive tracks, podcasts, audiobooks, personalized playlists, and recommendations. The app features online and offline listening, high-quality sound, built-in music recognition, a kids mode, and free data usage for MTS customers.

Objective

The key campaign's objectives were: 

• Expand the reach of the MTS Music app 

• Increase app installs

• Boost the number of paid subscriptions among new users

Task

This was MTS Music's first time working with in-app traffic, requiring a highly detailed and strategic approach. The main objective was to attract users who were not only likely to install the app but also engage with it and ideally make a purchase.

It was essential not only to attract new users but also to establish clear communication with the client, ensuring quick responses to technical questions and efficiently managing the campaign’s launch and optimization processes. The focus was on delivering a steady flow of high-quality traffic and achieving the client’s business goals.

Implementation

We began with an in-depth analysis of the target audience, identifying relevant demographic and behavioral segments. This ensured that our targeting was precise and aimed at the most promising user groups.

Next, we developed and tested over five different creative approaches to determine the most effective formats and offers that would resonate with potential users. 

Each creative focused on highlighting different aspects of MTS Music's appeal to potential users. We experimented with various visual styles and calls to action, refining our approach to identify which elements resonated most with the audience. This process included:

• Highlighting exclusive content and special offers.

• Options for visual solutions that emphasize the application's usability.

• Crafting various messaging that conveyed the app's value to users.

This testing phase allowed us to quickly gather insights on which creatives delivered the highest engagement and conversion rates.

Finally, we conducted a thorough analysis of the ad platforms and publishers within the ad networks used. The goal was to minimize spending on ineffective traffic sources and focus the budget on channels that generated high-quality users.

This included:

• Continuous campaign monitoring for each publisher.

• Identifying underperforming sources with low conversion rates or poor traffic quality.

Results

Thanks to our comprehensive approach, we achieved the client’s goals for installs and subscriptions from new users. 

Over 100,000 new app installs.

10,689 paid subscriptions from new users.

Conclusion

The MTS Music campaign was a prime example of a smart in-app traffic strategy. Through careful planning, flexibility, and timely optimization, we successfully met the client’s objectives, delivering strong results across the board.