MINT

Mint used ads in Instagram Stories to reach and inspire millennials in the US to download its financial money management app, resulting in a massive 497% increase in app installs.

THE STORY
Money management made easy

Mint, a flagship product from Intuit, is a personal finance and money manager app that enables people to effortlessly see, track and manage their financial lives—from bills, budgets, credit cards and credit scores to investments, loans, payments and transactions—all in just one place.

497%

increase in app installs

60%

decrease in cost per install

45%

lower cost per post-install engagement

Applying our learnings from using other ad formats helped us to quickly ramp up when we tested out Instagram Stories. Turns out, running ads on Instagram Stories is enormously cost effective—we saw a 45% decrease in cost per post-install engagement, our core KPI. Instagram Stories is now an essential part of the Mint marketing playbook.
SANDY KUANG, SR. MARKETING MANAGER, MINT
THE GOAL
Raising installs and awareness

Mint wanted to boost brand awareness and increase app downloads, as well as drive new users and engagement.

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THE SOLUTION
Eye-popping app installs

Instagram was already a high-performing platform for Mint, so for a new campaign aimed at gaining more mobile app installs, Mint worked with agency Camelot on a strategy to test various creatives and ad formats to see what performed best.

With this campaign, designed to engage millennials aged 18–34, the company found that response was strongest to video ad creative showing real-life scenarios of people using the app while they were on the go—such as while commuting or at class—to pay bills, view budgets and manage everyday expenses like coffee runs, café visits and concert tickets.

The testing strategy also definitively determined that running vertical video ads in Instagram Stories—an immersive new full-screen ad placement format that appears in Instagram News Feed—outperformed all other formats.

Using ads in Instagram Stories not only met, but exceeded, Mint’s target key performance indicators, and it is now regarded as core to its customer prospecting strategy and marketing approach.

This 30-day campaign, which began July 7, 2017, achieved some extraordinary results, including a 497% higher rate of app installs, a 60% lower cost per install and a 45% lower cost per post-install engagement.

We take a test-and-learn approach to planning and buying media for Mint. We test by adjusting such things as audiences, optimizations and ad formats, and then scale the tactics that perform best to key performance indicators. With this approach, we’ve found that Instagram Stories is—far and away—the top-performing ad format for Mint.
AMY GARCIA, ‎DIGITAL MARKETING STRATEGIST, CAMELOT