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 and Data Management Platform (DMP), 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
Exceeded KPIs by achieving a 23% install-to-paid subscription rate, and acquiring 162,000 new customers for Norton while maintaining a 170% ROAS.
A high-value lookalike audience built from engaged historical data, combined with mobile-native creatives, drove the campaign to surpass its target KPIs.