×

Case Studies

Online Marketplace Bukalapak Activates App Installers with Sociomantic

Date: 2nd Aug 2016

View

The ability to engage users after they’ve installed an app is a challenge facing many app developers. This case study shows that its possible to turn app installers into regular app users through personalised re-engagement.

Bukalapak, an Indonesian online marketplace, differentiates itself as its Android app is its primary commerce channel, but it suffered from high install levels, yet low active user levels. Sociomantic’s programmatic in-app display advertising suite, AppKit analysed users to understand shopper behaviour and delivered tailored messaging to Bukalapak’s idle users –  it was a success, as the number of monthly active users increased by 36%.

An example of how mobile re-engagement techniques can yield positive results; using data to understand user behaviour and effectively and efficiently turn those idle users into customers.

Case Study Content

Despite being the number one shopping Android app in Indonesia, Indonesian marketplace Bukalapak realised that only half of the users who installed its app actively used it. 

Bukalapak needed to bridge the gap between the high number of installs and the low number of monthly active users (MAUs) by re-engaging idle app users, bringing them back to the app to complete purchases.  

AppKit, Sociomantic’s proprietary programmatic in-app display advertising suite, successfully re-engaged idle Bukalapak app users by reaching each of them with a personal message. AppKit tracked and analysed user activity within Bukalapak’s app to understand shopper behaviour and preferences to tailor individual messaging. AppKit also used Sociomantic’s real-time bidding technology to deliver each message at the right time, place and cost for Bukalapak.   

During the campaign period of seven months (September 2015 to March 2016), Bukalapak met its primary objective as the number of MAUs grew by an average of 36.1%. The campaign also exceeded expectations on secondary objectives, delivering an average of 59.5% increase in screen views and 81.9% increase in in-app sales.

Download case study