Norton set the bar high from day one: hit a 20% install-to-paid-subscription rate, or the budget stays locked.
Product: Self-Serve DSP (native ads)
Reach a strict KPI of 20% install to paid subscription rate right from the start.
1. Gather a premium lookalike audience based on historical data of users who showed high engagement with similar apps.
2. Build eye-catching, mobile Native ads.
CPI IOS
KPI overreached, Unlimited advertising budget unlocked, and tens of thousands of new users acquired backed by a positive ROAS.
A premium lookalike audience built from high-engagement historical data, paired with native creatives designed for mobile, brought the campaign above its KPI.