WIPPY is a networking and dating platform built by South Korean social application developer NRISE. It offers people the opportunity to meet new friends based on common interests, discover like-minded communities and find love.
increase in in-app purchases from iOS devices
increase in in-app purchases from Android devices
increase in mobile app 7-day retention of new users from iOS devices
increase in mobile app 7-day retention of new users from Android devices
WIPPY is best known for its dating service. NRISE wanted to boost app installs and in-app purchases by repositioning WIPPY as a social platform, emphasizing that it could be used to build friendships and find a community.
NRISE teamed up with social media marketing company Leferi for the campaign, which featured trusted content creators who positioned WIPPY as a community-building service rather than as a dating app.
NRISE chose a handful of popular personalities to create a series of video ads that encouraged people to install WIPPY and make in-app purchases. After experiencing WIPPY for themselves, the creators developed 15-second, mobile-first branded content ads about how they could use the app in various social situations. The campaign ran on Instagram and Facebook and included the tagline “Find friends nearby.”
In addition to the branded content ads campaign, NRISE also ran mobile app install ads for WIPPY on Instagram. The team used app event optimization for purchases to attract people who were more likely to make in-app purchases. NRISE broadly targeted the ads to people aged 18–65 who live in Korea.
NRISE’s branded content ads successfully drove downloads and in-app purchases for WIPPY. A conversion lift test revealed the following results from October 19–November 2, 2020:
7.5% increase in in-app purchases from iOS devices
3.4% increase in in-app purchases from Android devices
25% increase in mobile app seven-day retention of new users from iOS devices
27% increase in mobile app seven-day retention of new users from Android devices