Achieves Impressive
Results with VEVE's
On-Device Ads:
Surge in App Installs
and 10,000+ Valid
Profiles Monthly
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Key outcomes
20000+
Avg. monthly app installs
>50%
Install-to-Registration rate
>50%
Overall campaign ROI
About the brand
Bharat Matrimony is one of the leading and most trusted online matrimony platforms in India, catering to individuals seeking marriage partners. It offers personalized matchmaking services where users can search for matrimonial profiles based on various criteria like city, country, occupation, and connect with them via messaging or phone calls. Bharat Matrimony also offers region-specific mobile apps for users in different parts of India, such as Tamil, Telugu, Kannada, and Malayalee Matrimony.
The Opportunity
The online matrimony industry in India is experiencing significant growth, which can be attributed to several factors such as rising disposable income, increasing urbanization, and a shift towards online matchmaking platforms. With over 1.3 billion people in India, there is a significant potential market for online matrimony services that blend modern technology with Indian traditional systems. Bharat Matrimony wanted to capture this untapped market segment using alternate paid media channels.
The challenge
Bharat Matrimony wanted to acquire customers from diverse regions and communities who met specific requirements, including being of marriageable age, having the financial capacity for marriage, and being employed professionals. With adaptability at the core, the campaign necessitated precise targeting and the utilization of appropriate inventory, all while ensuring an optimal customer acquisition cost.
Campaign objective
Bharat Matrimony wanted to:
- Drive incremental app installs beyond traditional search and social media channels.
- Target users from the Hindi Speaking Market (HSM) and regional markets like Tamil, Telugu, Bengali and Marathi.
- Focus on working professionals aged 25+ years and parents aged 50+ years with tailored strategies.
- Acquire high-quality customers for apps under Bharat Matrimony's umbrella while maintaining the cost-per-valid-user-profile lower as compared to the other search & social media channels.
The solution
- By leveraging partnerships with leading mobile OEMs and popular apps, VEVE enabled Bharat Matrimony to reach 200 million+ smartphone users beyond traditional search and social media channels.
- To ensure high-quality registrations, App Install ads were strategically placed on high engagement touchpoints across leading OEM app stores, such as Xiaomi, Oppo, Vivo, and popular mobile apps, expanding the reach of Bharat Matrimony's apps beyond the Play Store.
- In addition, Tiles ads (brand logo) were placed on mobile/desktop browsers to target high intent users and acquire high quality professionals.
- Targeted plans were implemented to cater to different cohorts. City-level targeting engaged working professionals in metro cities and regional markets, while device-level targeting (based on device price & type) reached various income and profession groups. Contextual targeting through keyboard apps and app stores engaged high-intent audiences effectively.
- Retargeting efforts via app drawers and utility apps were employed to re-engage dormant users, resulting in a reduction in cost-per-valid-user-profile and an improvement in subscription rates.
- App Recommendation
- Keyboard Apps
- Tiles
- Retargeting via App Drawer
The results
20000+
Avg. monthly app installs
Avg. monthly app installs
>50%
Install-to-Registration rate
Install-to-Registration rate
40%
Growth in registrations
Growth in registrations
>50%
Overall campaign ROI
Overall campaign ROI
Arjun Bhatia
CMO, Bharat Matrimony
CMO, Bharat Matrimony
Our partnership with VEVE has been immensely successful, thanks to their data-driven approach to app install campaigns. Their expertise has greatly contributed to our ability to reach new audiences across different regions and achieve significant growth in valid profiles and subscriptions from high-quality professionals who exhibit strong intentions to get married. As a matrimony app, it is crucial for us to collaborate with a partner who comprehends the intricacies of our industry, and VEVE has proven to be that invaluable partner we were seeking.
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