democratizing wine in mobile-first brazillearn.adjust.com/rs/108-gaz-487/images/evino case...
TRANSCRIPT
CASE STUDY
Bringing Proven Web Marketing to Mobile
Democratizing Wine in Mobile-First Brazil
Evino’s mission is to democratize wine in Brazil.
Wine is, and has been for a long time, regarded
as a rare luxury product in Brazil. On average,
Brazilians drink only around two liters of wine
every year, compared to the dozens of liters av-
eraged by North Americans and Western Euro-
peans.1
Evino seeks to engage Brazilians with easy-to-
access information and a large range of afford-
able wine, delivered to their door. When the
team got started in 2013, the startup focused
on a desktop web presence, growing email lists
that became their primary means of engaging
with existing users. Customers were reached
with offers over email and redirected onto the
website to finish the purchase. That’s been the
basis of a stable business.
Yet users are turning toward mobile. Evino cur-
rently targets 35-50 year-old Brazilians, a cus-
tomer segment which increasingly prioritizes
mobile devices over desktop computers. Mo-
bile devices can be acquired for a fraction of
the price of a laptop or desktop computer, and
access to mobile data is cheap. This is espe-
cially important in a market where the average
monthly income is just over $600 USD.2 In the
six months from October 2015 to March 2016,
the share of customers in this segment who ex-
clusively use mobile devices to access the in-
ternet increased by two-thirds, while desktop
and combined usage tanked.3 The mobile-only
share rose by almost 10 percent overall, to a
quarter of all users.
1 International Organization of Vine and Wine statistics extract for 1995-2012. http://www.oiv.int/en/databases-and-
statistics/statistics2 http://www.tradingeconomics.com/brazil/wages3 ComScore via Emarketer, Device Share Among Internet Users in Brazil, by Age, Oct 2015 & March 2016 (% of total in
each group), published May 10th 2016. http://totalaccess.emarketer.com/Chart.aspx?R=194702&dsNav=Ntk:relevance
%7cdevice%7c1%7c,Ro:-1,N:411-717,Nr:NOT(Type%3aComparative+Estimate)
“People are much more mobile-first in Brazil
than they are in Germany or Sweden,” says
Luis-Daniel Alegria, who left the mobile scene
in Berlin to join Evino in Sao Paulo as Chief
Product Officer, “They’ll arrange parties on
Whatsapp, and if they’re driving, they’re using
Waze. Where Europeans will use their smart-
phone as their second device, many Brazilians
don’t have a desktop computer to begin with.
The mobile device is their only internet access
point.”
On the one hand, this represents a large and
untapped customer segment for a company
which has focused the desktop web. On the
other hand, mobile-only users are much more
likely to convert from an email campaign in a
mobile app than on the mobile web.
Building a native mobile app offered a huge op-
portunity for Evino to reach new customers and
improve conversions from their existing sub-
scribers.
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Desktop only Mobile only Multiplatform
Q1 2016Q3 2015
Strategy
So Evino built an iOS app that gives users the full functionality of
their website, but directly adapted for mobile devices. It launched
in November 2015.
But just launching the app in the Store isn’t enough to gain new
customers. More than 90 percent of all apps launched in the iOS
App Store don’t show up in top list rankings.4 Also, since Evino were
selling a product most consumers wouldn’t actively search for, it’s
unlikely that the app would attract many consumers just by being
on the App Store.
The Evino team based their mobile strategy on three pillars:
To grow the audience and reach new customers, the
marketing team needs to rapidly try out different types
of ad campaigns to find out which messages reach the
right audience.
Evaluating and changing advertising campaigns should
be based on the actual return on investment - so the
team needs a dashboard that shows them how well
different activities perform, and how often users convert
into paying customers.
The well-established email newsletters should quickly
and easily redirect iOS users onto the mobile app, and
immediately show them the right offer – but how can
you create a single link for the email campaigns that
dynamically redirect different users based on their
platform? And how can you most easily show users the
right offer at the right time?
1
2
3
4 adjust, The Zombie Uprising: the undead App Store in 2016, released July
27th 2016.
Understanding the Mobile Buyer’s Journey
Evino integrated adjust’s open-source SDK
from the get-go.
The basic integration with adjust allowed
Evino to track the number of people who had
downloaded and installed the app, as well as
how many times the users opened the app
afterwards. Additionally, by implementing in-
app event tracking, they could also see the
number of sign ups, logins, products viewed,
and the number of times a user added a bottle
of wine to their in-app cart.
Evino also integrated their servers with adjust
so that they could connect the actions that a
user made on their mobile app with actions
they may have made on the desktop website.
The integration uses callbacks, also known as
postbacks or webhooks. These are essentially
messages representing a specific event, sent
from adjust’s servers to Evino’s as the event
is tracked. By using customer IDs or encrypted
email addresses to match up data from their
website with their mobile app, the Evino team
had access to granular detail about the way
their users behaved.
With adjust’s real-time dashboard, these
numbers are all available to Evino whenever
they needed answers to a question. Tests of
different ideas and concepts can be quickly
evaluated. This is particularly useful when the
tests don’t show the desired effect, as we’ll
discuss further on.
adjust’s open-source SDK gave Evino the ability to track every interaction and in-app event – and
gave the marketing team full access to summarized as well as granular data.
Promoting Wine on Brazil’s Social Media
Advertising on social media, like Facebook and
Twitter, was a huge mobile opportunity for
Evino. The average Brazilian has around 450
Facebook connections, whereas the global
average inches closer to a third of that number.
The relatively low cost of mobile Facebook
advertising in Brazil also meant that Evino
could reach a very large audience for their
budgets (with average cost-per-install being
around a dollar5).
On these networks, the team is able to
target very specific customer segments by
demographics. Facebook is one of very few
platforms able to leverage user-submitted
data on gender, age, location and interests.
But in order to achieve positive ROI, the Evino
marketing team need to be able to evaluate
how likely different targeted customer groups
are to become regular wine consumers.
Facebook and adjust are integrated to allow
Evino’s Facebook campaigns to be evaluated
based on the data collected by adjust. This
data is required for the Facebook campaigns to
operate in the first place - and only a handful
of “Facebook Marketing Partners” worldwide
have access to the API. The integration is set
up in the adjust dashboard just by typing in a
Facebook app ID.
5 Salesforce Marketing Cloud, Salesforce Advertising Index Annual Report 2015, released March 25 2016.
AD 1
AD 2
AD 3
Then the campaigns are displayed in the adjust
dashboard as soon as they start running. The
users that install the app after having seen or
clicked a Facebook ad are attributed to that
campaign. Each campaign, creative, or ad
group has an associated group of users that
were driven from that campaign. The activity
that those users trigger, whether directly after
the install or many weeks later, is attributed
back to that initial conversion.
adjust sums up all of the sessions, purchases,
or other user activity for each Facebook ad
campaign, displaying it either in the dashboard
or in CSV reports.
Evino’s marketing team were then able to
log into their adjust dashboard and see which
Facebook campaigns resulted in the highest
long-term user engagement. Day by day, they
knew which campaigns deliver results, and
which don’t.
With adjust integrated as a tracking service,
the Evino marketing team could access
a combined dashboard where their social
network advertising could be directly compared
to organic performance or the engagement of
users acquired with other media. When their
Facebook campaigns are fully optimized, they
plan on easily plugging in additional inventory
like Google.
Engaging with Users through Mobile Email Marketing
The final riddle was how to engage users through their
strong email lists, even on mobile. Evino extensively
use email campaigns to promote specific offers on a
daily basis. Those campaigns naturally also include new
subscribers that have been acquired in the app.
To send users from email campaigns into the iOS app,
Evino needed to embed links that were able to distinguish
whether the users were clicking the links on a desktop or
a mobile device. Users on a desktop computer should be
sent to the main website, whereas mobile users would
be sent to the app. On top of that, all of these users
should be shown a specific offer that is promoted in the
newsletter. Evino need to be able to quickly generate
adaptable, dynamic links that fit every newsletter.
To achieve that, Evino first implemented Universal Links
via adjust. Universal Links is a feature on iOS that allows
an app developer to create associations between a
website and a mobile app. adjust simplifies the process
by allowing app developers to associate their app with
an app-specific subdomain hosted by adjust’s servers.
When a user clicks on a link to this subdomain, adjust
communicates directly with the app (via the adjust SDK)
which opens the relevant content.
In the email campaigns themselves, the team implemented
adjust tracking URLs as newsletter links. The devices
which subscribers are using are then automatically
identified. Users on a desktop computer are filtered out
immediately, and shown the offer on the web.
iOS users are instead offered the Universal
Link. Users who installed the app previously
are shown the offer in the app automatically,
whereas users who haven’t yet downloaded
the app are sent onward to the App Store.
The most innovative technique then applied
when the second group of users (those who
didn’t have the app installed) open the app
for the first time. adjust immediately provides
the app with information about the user’s ad
clicks. The Evino app can then determine if the
user should be sent to the original offer, or if
the user should be shown another offer. With
that information, the app can also tailor the
initial user experience based on what offer the
user was interested in.
Their new email campaigns had a single set
of links that intelligently determined whether
users should be redirected to the desktop
website, to the App Store, or directly into a
specific offer in the app. All Evino had to do
was implement the adjust SDK.
Results
Evino thus rapidly increased the usage of their mobile app - either through people who had already
subscribed to their email newsletters, and were then presented with a much smoother and more
seamless experience, or through the new mobile-first customers that were acquired over Brazil’s
bustling social networks.
The quarterly average number of weekly active users increased more than seven-fold over the year,
starting in Q4 2015.
Amid a heavy growth spurt on all fronts for the wine delivery startup, the share of revenues coming
from mobile devices more than tripled over the summer months in 2016.
“Revenue share made from mobile devices is one of our key metrics, because it reflects the strength
of the mobile app going forward,” says Luis-Daniel Alegria, “Our goal is to generate half of all
revenues from the mobile app by the end of 2017.”
2.5x 500% 5x Top 8
Decrease in costs-per-acquisition on Facebook
Increase in weekly active users, since launch
Increase in revenue share of mobile devices
Average rank in Brazil Food & Drink
Costs-per-acquisition could be decreased by two thirds
The new customers shopped mostly on the weekend
Over the summer, Evino’s cost-per-acquisition
(CPA) decreased by two thirds as a result of
constant evaluation and tinkering with the
ad creatives the team ran on Facebook. The
winning creatives featured fewer pictures of
the app itself, and instead placed a filling wine
glass center-piece.
Experiments with couponing showed less
potential. Giving away a R$ 20 coupon (roughly
$6 USD) didn’t sufficiently increase engagement
with the ads to lower the CPA. Since the team
had performance data on all of their campaigns
available at their fingertips, they were able to
quickly evaluate the experiment and reduce
the volume on that campaign.
In particular, the team noticed a very specific
behavioral trend: people made more purchases
through their mobile devices on the weekend,
which previously had been a slow time for the
business in the past. This insight let the team
adjust their campaigns to emphasise weekends
for mobile users, in order to drive more direct
responses.
“The point is that we unlocked an entirely new
customer segment through our mobile app.
We would not have been able to reach mobile-
first customers without smooth email-to-app
transitions,” says Alegria, ” and being able to hit
just the right audiences on Facebook has been
one of the key drivers of those new users.”
The high user engagement and growing
userbase was also reflected in the startup’s App
Store positioning. Evino consistently ranked
eight on Brazil’s Food & Drink lists, among
leading brands like McDonalds, Pizza Hut, and
Foursquare. The high ranking also contributed
to steadily growing organic user acquisition,
further establishing Evino as a category leader
in Food & Drink.
With the iOS app launched and fully integrated
into the flow, the team hopes to repeat the
success on Android; the Android app already
has deep links integrated right out of the box.
With adjust, they are able to send email and
target advertising directly toward Android
users.
The next challenge is to further explore ad
networks and promotional alternatives beyond
the social networks. Display ad banners,
video advertising, and even Google searches
can be fully added into the adjust dashboard,
measuring the performance of each as they go.
adjust is a fast-growing mobile attribution and analytics
company with offices in Berlin, San Francisco, Istanbul, Tokyo,
Beijing, Shanghai, Sydney, Paris, Singapore, São Paulo and
London, placing a high premium on scientific statistics and a
user-friendly product. It helps mobile marketers understand
where their most valuable users come from, what they do, and
how to re-engage with them inside or outside their app.
adjust is also an official Facebook and Twitter Mobile
Measurement Partner and integrated with more than 500
networks and partners globally. adjust is ePrivacy certified, uses
SSL encryption for data transfer, and is the only mobile analytics
company to meet the most stringent privacy compliance
standards internationally. Clients include Hotel Tonight, Uber,
OLX, Zalando, Zalora, Rakuten, Lazada and Foodpanda.
For more details, visit www.adjust.com
or contact [email protected].