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Yaye drives active users with immersive, multi-screen ads on Facebook

Fitness motivation application Yaye saw a 1.72-times increase in active users and 2.3 percent lift in its download rate after running an install campaign that enabled viewers to flip through multiple screens in a native experience on Facebook. 

Yaye partnered with mobile marketing solutions provider Wrap on several mobile-targeted Facebook campaigns earlier this year. The program drove results by enabling consumers to seamlessly view several different cards highlighting the app?s features with images, videos and app reviews. 

?What we found is powerful with Wrap is that we could communicate more about what Yaye is in one ad, similar to what TV coverage did,? said Paul Yau, co-founder of Yaye

?We?ve struggled with distilling the app down to few short sentences and this allowed us to demonstrate the different features and provide a much deeper explanation,? he said. 

?It resulted in a much better conversion to active user rate.?

Driving downloads
Yaye, which was launched in the summer of 2015, is a group motivation app designed to bring different groups of people together to help each other achieve their health and fitness goals. 

Early on, the app received some press coverage, which helped depict how it works for potential users. However, once the company started running paid marketing ads on Facebook, the results were disappointing. 

The fitness app space is competitive and Yaye realized that traditional app install ads did not provide enough space to explain what is unique and different about the Yaye experience. 


On Yaye, users set up their goal and groups are formed among those with similar goals. The app provides analysis about how users are progressing and a chat area where it delivers relevant content. 

It?s a wrap
Yaye has run several campaigns with Wrap on Facebook and Taboola. One dropped just after Christmas, another in early January and a third in March. 

When users clicked on the ad, they were brought to a full-screen, interactive experience with between four and six cards showcasing all of the features of the app. At the end, viewers could click to download the app. 

Following the launch of the campaign, Yaye?s daily active user conversation grew from 25 percent to 43 percent and there was a 1.72-times increase in active users. The app?s download rate was also bumped 2.3 percent. 

 
Mr. Yau attributes the success of the campaign to the fact that, by providing more information about the app, those who actually get as far as downloading it have a better understanding of what they are getting beforehand. 
 
Initially, the Yaye team was reluctant to consider Wrap?s solution because the idea of adding an extra step to the funnel sounded like a bad idea. 

However, as the results show, this was not the case. 

?We were skeptical going in,? Mr. Yau said. ?Adding another step to the funnel is never a good things. 

?We were really surprised, in a good way, at how Wrap performed,? he said. 

?While people did drop off, those who remained were much better educated in what Yaye is and, as a result, our conversion to active users ? which are those who are in a group with another user ? was much higher.?