WIPPY

The social networking application ran an Instagram campaign with branded content ads featuring content creators using its services, which increased in-app purchases by 3.4%.

View @wippy_official
THE STORY
Building new connections

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.

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 7-day retention of new users from iOS devices

27%

increase in mobile app 7-day retention of new users from Android devices

We have successfully grown our business with Instagram’s efficient marketing solutions. We worked with Leferi’s network of content creators curated to develop effective creative that educated our target audiences about WIPPY as a social and community platform. Since boosting downloads and in-app purchases, we hope to replicate the success of this campaign in overseas markets.
SANGWON JUNG, HEAD OF MARKETING, NRISE
THE GOAL
Friendship over romance

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.

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THE SOLUTION
Increasing in-app engagement

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

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It was our pleasure to help NRISE identify and partner with content creators who portrayed WIPPY as the ideal place for people to make new friends and build a strong community. The Instagram campaign reached the target audiences and achieved NRISE’s goals. We will continue to help brands create assets that reflect their needs and maximize results.
WOOJIN LEE, PROJECT MANAGER, LEFERI
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