Case Study: Thisis global achieves 94% more app installs and 31% lower CPI with Fiksu

Capital XTRA Reaches a Loyal Audience With Fiksu Personas and FreeMyApps

Global Radio wanted to grow Capital XTRA, its youth‑oriented urban music app, by reaching 18–29 “tastemaker” users, improving retention, and identifying which audience segments and ad networks delivered the best long‑term value. The main challenges were standing out in the crowded music‑app category, pinpointing high‑value segments, and finding the most cost‑effective channels for loyal users.

Fiksu used Personas (notably Media Mavens and Millennials) and a mix of RTB, display, social, video and incentivized networks (including FreeMyApps) to target younger social audiences. After eight weeks installs were 94% higher than expected and CPI came in 31% below goal; 22.5% of paid users re-engaged (nearly 38% when organic lift is included). Media Mavens returned at 65% and Millennials at 49%, and incentivized traffic produced the lowest cost per loyal user—FreeMyApps had a 20% return rate but still beat the next best channel by over 56% on cost per loyal user.

Thisis global