Overview

PocketFM is a leading audio streaming platform, featuring a vast library of audio series across genres such as drama, thriller, romance, and fantasy. The company aimed to enhance user acquisition and drive down Cost Per Install (CPI) while increasing Click-Through Rates (CTR) across its ad campaigns. With a 200M+ ARR and a growing global audience, PocketFM needed an effective performance marketing strategy to optimize engagement for over 750+ audio series titles.

Role

Ad Creative Development, Performance Marketing Strategy, Multi-Channel Campaign Management

Challenge

PocketFM faced the challenge of reducing CPI and increasing CTR in a highly competitive market. With an extensive library of audio series, it was crucial to create compelling, genre-specific ad creatives that resonated with diverse audiences while driving higher engagement and conversions.

Solution

We executed a comprehensive performance marketing strategy that included:

• Developing tailored ad creatives for 750+ audio series titles, focusing on emotional and intriguing hooks to capture user interest.

• Leveraging dynamic, genre-based video ads and visually striking imagery, highlighting key story elements to boost engagement.

• Conducting extensive A/B testing to refine messaging, visuals, and CTAs, optimizing for higher CTR and lower CPI across multiple platforms.

• Utilizing data-driven insights to continuously optimize ad performance, scaling successful campaigns for maximum impact.