Case Study: 6thStreet achieves 60% growth in app installs and 13% ROAS uplift with Branch

6thStreet drives 60% higher app installs and 13% ROAS growth with Branch

6thStreet is the largest omnichannel fashion and beauty e‑commerce in the GCC, serving customers across the UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Qatar with thousands of brands and a 2018-launched mobile app. When Apple’s App Tracking Transparency (ATT) hit — with 75% of their app traffic on iOS — their app-install ads began delivering lower-quality users, higher costs, rising uninstall rates and severely diminished retargeting just ahead of the important Ramadan season.

To respond, 6thStreet shifted spend from install ads to web-based campaigns and used Branch Journeys smart banners and deep links to convert and onboard web visitors into the app with personalized offers and routed in‑app content. The approach drove a 60% month‑over‑month increase in app installs (7% of installs attributed to Journeys banners), 13% ROAS growth and a 70% drop in uninstall rate, while improving onboarding, engagement and lifetime value.

6thStreet

Ankit Bansal

Head of Digital Marketing - eCommerce