Case Study: Chappy achieves 50% lower cost‑per‑install and 200% new‑user growth with Snapchat

Chappy cuts cost per install in half on Snapchat

Chappy is a gay men’s dating app focused on safe, meaningful connections for men aged 18–25 in the US, Canada and the UK. The company needed to drive app installs below its target cost‑per‑install while scaling reach, attracting new users and building brand awareness — so it turned to Snapchat to run a series of Snap Ads.

Chappy produced authentic, Snap‑style videos featuring relatable brand ambassadors, used Snapchat creative best practices (verbal swipe‑up CTAs) and leveraged Snap Publisher to add branding and rotate Top Snaps frequently. The campaigns cut CPI by 50%, drove a 200% month‑over‑month increase in new users, attracted highly engaged users and helped Chappy rise into the top three gay men’s dating apps on the Apple App Store.

Chappy