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The Test reaches Top 10 Apps in the U.S. and U.K. due to Twitter’s marketing tools
Manuela Walfenzao| 2 de diciembre de 2016
The Test alcanza el top 10 de aplicaciones en EE UU gracias a las herramientas de Twitter
Lotum, German publisher of apps, partnered with Twitter to launch the game The Test in the United States and the United Kingdom. The targeted audience was a group of digital natives well connected. Now, after the Twitter campaign, it’s among the 10 more downloaded apps in the U.S and the U.K., and generated 50% of volume via Twitter. Lotum used Twitter’s promotional products for mobile devices and created a large-scale campaign. This method involves launching several campaigns in short times to maximize exposition and downloads of segmented groups. They segmented by using key words, interests and users’ names to reach mostly a young mobile audience. With Twitter Analytics, the did a follow up of data downloaded in real time, which allowed to act quickly to optimized the creative pieces and segmentation. “Twitter had a main role for reaching the top ten in the general lists of iPhone in the U.S and the U.K. From the integration of our follow up tool with Twitter’s panel, to the campaigns setting and optimization, all the process was done without problems” said Jens Abke, Co-Founder and General Director at Lotum. Lotum’s CPI for @the_test was 30% less in Twitter than in other advertising channels. Almost 75% of Twitter users that completed the @the_test tutorial registered at the app.
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