Qmee is a free browser and mobile app that allows you to earn real cash rewards for sharing your opinion and for engaging with your favorite brands. Currently available in the U.S., Canada, United Kingdom, Australia, and more recently launched in other European countries such as Germany and France.
Qmee’s core objective focused on achieving high sign-up volume at low cost across multiple territories.
Amy Potter, Head of User Acquisition
During this year Qmee has seen a decrease in survey content on mobile devices. The challenge throughout this period was to scale search spend to ensure more users are directed towards search vs. Universal App Campaign. Because of this we started reallocating budget with more agility towards best performers, and implemented technical and creative tests to improve efficiency.
Upon concluding an extensive competitive research, we recognized an opportunity to introduce a new narrative centered around the persona of money conscious millennials, and focusing on conveying a new value proposition; ‘Live more, worry less’
The copy is presented in a problem + solution format, where the audience is presented with a challenge and told that taking paid surveys with Qmee can help them overcome it.
Headline: Fund More Fun with Qmee
Copy: Say ‘yes’ to doing what you love without feeling the pinch thanks to Qmee surveys.
The image to the left is an example of the new creatives for this value proposition.
Universal App Campaign Results relative to channel average:
The image to the right is another example of the new creatives for money conscious millennials, focusing on the new value proposition ‘Boost your wellbeing’ by investing extra money into your mind and body.
Headline: Fund A Healthier Lifestyle
Description: Put off by the price tag of healthier choices? Get a little extra with surveys and relax.
Universal App Campaign Results relative to channel average::
Since Qmee offers financial payouts, it can only advertise under special ads categories on social media. In the case of twitter, Qmee was only approved on the “Employment” category where demographic and audience targeting is not an option. Because of this, Ladder created a bespoke strategy to target via creatives using new tailored assets to help us reach our three personas: Regular employed, Parents and Business Managers.
The image to the left is an example of the new creatives for this value proposition.
Twitter Results within a month of launching:
Ladder’s strategy centered around creative and technical testing across Google Bing and Quora on Search and, Facebook , Twitter and Reddit on Social. Through data-driven creative and technical testing, we validated top-performing combination of channels, audiences and creative assets, all which, in combination with agile budget optimizations, helped us improve efficiency by 52%.
Upon concluding an extensive competitive research, we recognized an opportunity to introduce a new narrative centered around the persona of money conscious millennials, and focusing on conveying a new value proposition; ‘Live more, worry less’ The copy is presented in a problem + solution format, where the audience is presented with a challenge and told that taking paid surveys with Qmee can help them overcome it.
Results
Universal App Campaign (UAC), proved to be the most efficient channel achieving:
Historically low Cost Per Acquisition as $2.8
Historically low Cost Per Instal as $2.0
Historically high conversion rate from installs to sign-ups 70% Twitter Results within a month of launching.
