Case Study: Once Upon slashes CPI by 32% with Phiture's Apple Search Ads strategy

How We Slashed Once Upon's Cost Per Install (CPI) with Different Apple Search Ads Strategies

The customer, Once Upon, an app-based photo book company, faced the challenge of acquiring new users while maintaining a low cost per install and a specific engagement metric, cost per second post. They partnered with the vendor, Phiture, to find a solution that would reduce these acquisition and engagement costs.

Phiture implemented a solution using Apple Search Ads strategies managed via Skai’s App Marketing platform. They tested various approaches across different markets, including distribution order rules and weekend campaigns. This strategy resulted in a 32% year-over-year decrease in cost per install and an impressive 240% ROI in 2021, dramatically improving performance for Once Upon.

Once Upon

Johan Schiller

Co-Founder & Chairman of the Board