Case Study: Deezer achieves 50% decrease in cost-per-signup and up to 60% lower app-install costs with Marin Software

Deezer Music Service Rocks Facebook Carousel Ads

Deezer, the Paris-based music streaming service with over 35 million tracks and 100 million playlists, faced rising competition and a high cost per account signup after revamping its acquisition strategy. The company needed to drive more app installs and lower acquisition costs in key markets, notably France and Brazil.

Deezer ran Facebook carousel mobile app install ads—showcasing up to five images—and tested three creative themes (story‑telling, music types, generic), targeting broad age ranges in France and Brazil. Using Marin Social’s Bulk Creator and Mass Editor, A/B testing and automated optimization, and Facebook measurement tools, the campaign cut cost-per-signup by 50%, lowered Android install costs in Brazil by 60% and iOS by 40%, reduced install costs in France by 30%, doubled CTR and halved CPC.

Deezer

Ombline de Coriolis

Head of Acquisition