Hampr
Unlocking month-on-month growth in the face of ATT headwinds
Overview:
hampr is an on-demand platform where users can schedule wash-and-fold laundry services via the mobile app. The customers’ laundry is picked up, washed, folded, and delivered back to them by local “washrs” – an army of stay-at-home parents, retirees, or any individuals interested in earning additional, supplemental income.
The Challenge:
The hampr team was rolling out the app in new markets, but their monthly member count had been flat for some time. Their initial forays into paid user acquisition had only resulted in astronomical CPAs.
Apple’s privacy policy changes with App Tracking Transparency were not making this any easier – as SKAdNetwork not only made it very difficult to get clear transparency into the performance but was also contributing to sky-high CPAs
Were they hitting the ceiling on growth – or was this a wall they could break though?
“In addition to being conscientious and accommodating, the RocketShip HQ team made our mission of spreading the hampr gospel far and wide THEIR mission. They worked tirelessly to refresh our ad creatives while meticulously strategizing ways to challenge our marketplace competitors. Their expertise and passion for success have helped us surpass our membership and conversion goals for the year. RocketShip has been more than just a partner, they've become an extension of our hampr family!”
Laurel Hess
Founder & CEO of hampr
Founder & CEO of hampr
The Approach:
Rocketship HQ began with a deep dive on the account, and significantly restructured the account to ensure a focus on the strongest audiences, creatives, and optimization goals, which immediately gave a boost to the overall performance. RocketShip HQ also reviewed the attribution set up so as to make it SKAN-friendly, so that the impact of Apple’s App Tracking Transparency framework was minimized – and this ensured that the restructure maximized signals for SKAdNetwork.
Subsequently, RocketShip HQ did a deep dive into understanding creative strategy and user motivations and used these insights to build out highly performant creatives.
Instead of focusing on region-specific campaigns across FB and Google ads, the Rocketship HQ team restructured campaigns so as to give the algorithm more data to leverage stronger signals.
With the intent of focusing on all levers that impact performance, not just the ad platforms, the Rocketship HQ team also did an ASO evaluation and identified opportunities to improve ad click to install conversion rate. The subsequent restructuring of the screenshots based on hampr’s key value propositions (next-day delivery, pick up and drop off at your desired time slot, etc.) led to an increase in conversion rate by 42%.
After unlocking early creative and audience wins on Facebook and Google, Rocketship HQ expanded across Google and TikTok ads driving a 55% improvement in CPP (cost per purchase) while growing their member base by 68%.
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