Music service rocks carousel ads

Deezer

Advertiser

Marin Software

Marketing Partner

Success Story

The music streaming service teamed up with Marin Software on a series of carousel ads to encourage people to install its mobile app, cutting account signup costs by 50% and installation costs by 60%.

50%

decrease in cost per account signup

60%

lower cost per app install on Android (Brazil)

40%

lower cost per app install on iOS (Brazil)

30%

lower cost per app install (France)


Their Story

Where music lives

Deezer lets subscribers discover artists and play their music, instantly. With more than 35 million tracks and 100 million playlists to choose from, people can jump in and explore the music they just have to hear, online and offline, across all devices.

Their Goal

Promoting its app

Deezer had recently revamped its user acquisition strategy, but it was facing lots of competition and its cost per signup was far too high. The company wanted more people to discover its app to increase installs and gain new subscribers, while cutting signup costs.

We recently tested Facebook’s carousel format mobile app install ad, which gave us a deeper and more consistent way of presenting Deezer as a streaming service with attractive features.

-Ombline de Coriolis, Head of Acquisition, Deezer


Their Solution

Tuning its ad strategy

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To get more music lovers to use its app, Deezer ran Facebook mobile app install ads in carousel format. Allowing the company to showcase up to 5 images with links in a single ad, the carousel format is interactive, attention-grabbing and perfectly suited to direct response campaigns. The campaign was targeted broadly to reach 18- to 50-year-olds in France and 25- to 65-year-olds in Brazil.

 

Ads were created and optimized with Marin Social’s Bulk Creator and Mass Editor. To improve ad delivery, the team used A/B testing and automatically optimized based on the best-performing images. Finally, the team measured the campaign results using Facebook’s measurement tools.


Their Creative

A variety show

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Deezer and Facebook Marketing Partner Marin created imagery to showcase the company’s app and music offerings. They used 3 different types of creative:

  • a storytelling ad featuring CDs stacked high, capturing the vast number of tracks Deezer offers to subscribers
  • a musical genre ad featuring playlists like rock, jazz or electronic, using a pile of “Best Of” CDs (this got the best cost per acquisition in the Brazilian market)
  • an ad with generic creative featuring CDs stacked high, capturing the vast selection of tracks Deezer offers to subscribers (this got the best cost per acquisition in the French market)

Their Success

Press play on results

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Deezer has achieved rocking results with Facebook’s carousel mobile app ads. Not only has it decreased its app installation costs—it has also cut its account signup costs.

The campaign began on July 15, 2015 and is still going strong, resulting in:

  • 50% decrease in cost per account sign up
  • 60% lower cost per app install on Android (Brazil)
  • 40% lower cost per app install on iOS (Brazil)
  • 30% lower cost per app install (France)
  • 2X increase in click-through rate
  • 50% decrease in cost per click

Telling our brand story with Facebook’s carousel format mobile app install ad positively impacted our acquisition results: it drove more new users to the Deezer app and cut the cost per click cost per acquisition in half compared to our usual ad formats.
-Ombline de Coriolis, Head of Acquisition, Deezer