Faaez Samadi
Nov 29, 2018

How YouAppi helped Bukalapak become Indonesia’s leading app

CASE STUDY: Strong audience data and fast optimisation combined to bring many new users to Bukalapak’s platform.

How YouAppi helped Bukalapak become Indonesia’s leading app

Background and aim

Bukalapak is one of Indonesia’s largest unicorns, a leading online marketplace that allows anyone to open an online store to serve prospective buyers all over Indonesia. Individuals or companies can buy and sell all type of products, both new and used, from plastic soldiers worth 100 rupiahs (US$0.01) to gemstones worth 6 billion rupiahs (US$419,000).

Bukalapak wanted to focus on user acquisition and partner with mobile marketing platform YouAppi to become the leading app in the Google Play store. It also wanted to increase the number of transactions coming from the newly acquired users, while keeping customer acquisition cost below an agreed amount. Bukalapak’s data shows that Android dominates the market in Indonesia, so the campaign focused on Android users only.

Execution

Since 2013, YouAppi has worked with the world’s largest shopping apps, which has allowed the company to collect vast amounts of audience data across all verticals. The 2 billion audience profiles available from YouAppi dramatically increased the effectiveness of Bukalapak’s ads. Combining the unique audience data with fast optimisation processes, YouAppi was able to hit Bukalapak’s purchase rate goal within the first week of the campaign. After several successful months of ongoing campaigns, a unique purchase metric was added to the optimisation strategy to push for further quality.

Results

YouAppi delivered Bukalapak’s initial goal within the first month, hitting a 59% purchase rate from new users. The partnership continued to thrive; six months after the campaign launch, YouAppi was delivering a 205% purchase rate and a 14% unique purchase rate from the new users gained.

Bukalapak reached the top ranking for free apps in the Indonesian Google Play store, which typically correlates to a large uplift in organic installs. This means YouAppi was able to acquire high-quality paying users while also contributing to the jump in rankings Bukalapak experienced during the campaign. Combining the high rate of paying customers with a lowered acquisition cost, the partnership has been a huge success for both parties. YouAppi continues to drive high-quality acquisition of new users at the lowest possible price for Bukalapak.

CREDITS

Bukalapak
Niva Widya, senior acquisition marketing manager
Yudistira Ditya Pratama, mobile app digital marketing lead

YouAppi
Anna Mareta, regional manager Southeast Asia

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

1 day ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

1 day ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.

1 day ago

Global ad spend to hit $1.08 trillion in 2024 as ...

WARC's latest study also reveals tech giants' intensifying dominance of global ad spend and social media leading unprecedented growth—but regulatory headwinds still threaten to reshape this burgeoning landscape.