In April 2023, Pheon approached HunterMob with a request to promote a new chatbot with built-in AI. This was our first time
promoting such an application, but everything worked out successfully thanks to an experienced team and an effective work scheme.
We tell you why you need to find out the interests of your target audience, whether it is difficult to develop creatives for an application
with artificial intelligence, and what should be taken into account We analyzed the app and created in the settings of advertising campaigns. The case was written with the
help of the head of the media buying department Ilya Arinichev and the director of client service Kristina Ostrovskaya, who leads the
client and participates in the development of the strategy.
In the Pheon app, a person can find a virtual friend or create a digital copy of a real person, for example, upload a photo of an ex-
girlfriend and chat with her. The bot can write text, record video, and is also easy to customize – endow it with unique character traits and teach it to respond.
The user can choose a character category for communication. We analyzed the app and created For example, a legend, an anime hero or an ordinary person
At the time of the request, the client had only an iOS application with minimal promotion using its own resources. Therefore, it was suggested to develop an Android version of the service, which subsequently turned out to be more successful. The main task was to attract the maximum number of solvent users to the application.
Since the client receives the main income from in-app purchases, the product’s payback is especially important for him. The Net Revenue indicator (net profit) had to be $50,000-100,000 per month, and the main KPI was ROAS (return on advertising expenses indicator).
To bring the new app to market, we studied users, came up with creatives and incentives that might interest them, and launched advertising on nine different platforms.
We created a portrait of the target audience
We analyzed the app and created a profile of the user who is more likely to buy a subscription. We found that 80% of the audience are
single men over 30.
Two main groups of people were identified:
- Some people like to chat and flirt with women, so they would like to have a virtual friend or girlfriend.
- The latter dream of talking to their idols and famous characters, such as comic book and anime heroes.
The collected information was used to develop advertising creatives.
Hypotheses were put forward We analyzed the app and created
While working with the client, we tested a number of hypotheses. For example, we offered users different subscription periods, discounts
on purchases, and questionnaires within the app. After analyzing competitors, we decided to expand the questionnaire for new users. As
a result, a ten-question questionnaire brought in 20% more purchases than a short one — three to four.
During onboarding, new users were shown different interfaces, offered variable avatars, and the splash screen on the main page was
constantly changed. This way, they found out which images work best, and at the same time introduced buyers to all the capabilities of
the chatbot.
This is what one of the start page options looks like. It contains as much useful information as possible to make it easier for users to master the application:
The testing results were taken into account when adjusting advertising campaigns. Successful solutions were scaled.
Prepared creatives We analyzed the app and created
In the Pheon chatbot, you can chat with a digital copy of any person — from Winston Churchill and Spider-Man to a very realistic girl who could live next door. To reach as many users as possible, we prepared several creatives that could potentially be of interest to different people.
For example, for those who are looking for a virtual girlfriend, we made videos with beautiful girls.
Showed potential buyers that there are different girls in the app
Users who wanted to interact with real people were shown how to create a character based on a photo.
You can upload a photo of your great-grandfather to the Pheon chatbot and talk to him
Since the key function of the application is the ability to create any character, we decided to develop animated 3D creatives. Despite the complexity and high cost of 3D development, we successfully completed this task ourselves thanks to internal production.
This video shows that you can establish a relationship with a virtual character: communicate as with a stranger, a friend or a wife
Since the beginning of our cooperation, we have created and tested 1079 video creatives and 816 advertising banners.
Set up and optimized advertising campaigns
The Pheon AI application began to be promoted on nine platforms at once: Google, Facebook*, TikTok, X (Twitter), Snapchat, Apple Search Ads, as well as in the In-App services Unity Ads, IronSource and Mintegral.
Each site had its own characteristics that were taken into account when placing it:
1. To improve promotion in Unity Ads, we allocated a large budget for launching by CPI, defined several geopoints and directed traffic to
installations. After receiving a sufficient number of purchase congo-brazzaville business email list events, we optimized advertising for ROAS. This allowed us to show ads
only to those users who were most likely to buy a subscription.
2. At Facebook*, a big part of the work was related to creatives. They took up about 80% of the time.
3. At the start, we set up integration with Google via AppsFlyer and launched advertising campaigns with event optimization. We got
good results, but then the traffic started to behave unstable and did not always pay off. We discussed with the advertiser the integration
of the Firebase platform into the application in order to open value optimization in Google. After we launched advertising campaigns
with optimization for the value of actions, we managed to achieve stable results in ROAS and increase the volume on the source by 2.5
times.
4. TikTok had a problem with creatives: the source did not you won’t just study the theory accept what it considered to be explicit videos. For example, if the model had
a deep cleavage or an open stomach. We had to change the creatives and adapt to the platform’s requirements.
5. Apple Search Ads could be configured to launch only by keywords. However, the cost per installation was too high, and the advertising did not pay off well. Therefore, they decided to disable the service.
At the first launch, the advertising budget was divided equally between the sites, and after a few days, a cut was made and the funds were
redistributed. Then, the effectiveness of advertising was continuously assessed by five parameters: CPI, CTR of creative, IPM of creative,
CPA of purchase, ROAS. In campaigns with good results, europe email the budget was increased, and unpromising ones were turned off completely.
In Facebook* and Google, geotargeting was set up both for the entire world and for specific locations. For example, they launched a
worldwide campaign and, when it paid off, looked at which countries the system distributed traffic to. Then they allocated these points to
separate campaigns and checked their work.
