Overview
Fotmob, a football score application, offers fans real-time updates from over 500 global leagues, creating a unique and immersive experience. They aspired to penetrate the Thai football market, particularly targeting Android users, and sought expertise to do so with digital marketing strategies that would appeal to local audiences.
Our Solution
We began by performing competitive analysis in order to identify Fotmob's competitors, examining their app presentation and keyword use. By leveraging insights from our analysis, we then revamped Fotmob's Play Store description to be compelling, concise, and comprehensible. We also launched Google's Universal App Campaigns, crafting ad copies in Thai that effectively highlighted Fotmob's unparalleled features, while ensuring cost-effective ad spending.
+1.5 million interactions
from ad displays. |
+14,000 app downloads
within a week. |
-32% Cost Per Install (CPI)
below client’s benchmark. |
|---|
Our process
Competitor analysis → Play Store optimization → Ad optimization
Our work to support Fotmob’s entry into the Thai market began with a competitor analysis. We identified the main competitors in the local football score app market, and identified the key features and Play Store descriptions that made them stand out. We used these insights to pinpoint keywords for Fotmob’s content, while optimizing their Play Store content to be shorter, clearer, and more attention-grabbing.
Once we optimized Fotmob’s Play Store content, we launched a Universal App Campaign, using revamped ad copies and artwork that truly highlighted Fotmob’s key offerings. We then performed ad optimization by monitoring and analyzing Fotmob’s ad campaigns to ensure that they fit the project’s budget, size, timing, and goals.
Challenges we overcame
1. Breaking into Thailand's competitive market
Despite Fotmob's international success, with over 10 million downloads and a user base of more than 14 million people globally, introducing it in a market dominated by entrenched competitors was challenging.
Not only did we conduct extensive research into their competitors and the local market, but we also banked on Fotmob's comprehensive league coverage and real-time accurate updates to distinguish it from rivals.
2. Revamped content
Fotmob's initial Play Store content in Thai required substantial refinement. Upon analysis, the description needed to be shortened and adjusted for a more attractive tone of voice.
Our team crafted compelling content to engage potential users at first glance. Because users on the Play Store often have only a few seconds to spare when browsing for apps, any content has to capture users' attention as quickly as possible.
We provided iterative feedback, leading to optimal content presentation despite the strict limitations of Play Store ad space. We even adjusted the designs of Fotmob's artwork to appeal specifically to the Thai target market.
3. Overcoming ad constraints
Operating within Universal App Campaigns posed restrictions, such as not being able to set keywords or set audience criteria, such as age, gender, or interests. Furthermore, Fotmob set a limit on their CPI (Cost per Install), and had set a daily budget from the start of our collaboration. We also had time constraints of operating within the end of the 2022-2023 season, as ad campaigns beyond that timeline would be far less effective for fans.
Plus, since Fotmob had never run campaigns locally, we did not have prior data to analyze for our performance marketing plan. However, our team, backed by Google Ads Apps Certification, skillfully navigated these constraints, making informed decisions to optimize ad performance.
Our collaboration with Fotmob did not just end with the successful campaign's completion. We continually adapted our strategies throughout, ensuring the actual CPI was 32% lower than projected. This achievement exemplifies our commitment to delivering optimal results, even in challenging environments.
