Boosting Productivity App Growth: Task Flow’s User Acquisition Campaign with DV360

Overview

Task Flow, a modern productivity app available on macOS, iPad, and iPhone, sought to expand its user base, improve engagement with core features, and drive conversions to its “Plus” paid tiers.

Challenges

• Increased competition in task-manager apps led to rising acquisition costs.Potential users were struggling to see compelling differentiation in productivity tools.

• Converting free users into paying customers (Plus subscribers) was slow.

Our Strategy

• Ran targeted campaign through DV360 premium inventory, including app-focused placements and video ads highlighting standout features.

• Built custom intent audiences: productivity enthusiasts, GTD (Getting Things Done) users, Apple ecosystem fans.

• Highlighted unique benefits in creative messaging—multi-project tasks, focus timer, My Task Flow overview—via videos and carousel creatives.

• Implemented a remarketing funnel to re-engage users who installed but hadn't subscribed.

• Conducted A/B tests comparing messaging (e.g., “Streamline your day” vs. “Boost focus with Pomodoro timer”), creative formats, and bidding strategies.

Results

• Cost per install dropped by 30% within three months.

• Engagement metrics (e.g., time spent in-app, sessions per user) increased by
  40%.

• Conversion to Plus subscriptions improved by 25%.

• Achieved a 4× return on ad spend (ROAS) from new subscriber revenue.

Key Takeaway

By spotlighting Task Flow’s unique features and optimizing targeting and creative strategies in DV360, the app scaled quality installs, deepened user engagement, and bolstered subscriber revenue efficiently.