Driving downloads for DUBS

To mark its launch, DUBS partnered with NewGen to drive app installs and build brand awareness among a younger, socially active audience.

Driving installs at scale with creators

Our goal was to generate awareness and engagement, using Twitch livestreams and short-form content to maximise installs on the DUBS app.

By blending creators, content and paid – NewGen were not only able to drive user installs of the DUBS app, but also to develop creative moments that championed this launch.

The paid strategy was tactical, looking at every behaviour and moment that this audience was part of to truly understand when and where DUBS could speak to them. Looking at even the most intricate of details, such as if the target audience were using WiFi or not allowed NewGen to generate over 4,623 app installs for a $2.49 cost-per-impression.

The creators we chose brought their creative freedom and created content that stuck with audiences, whilst amplifying the positive brand sentiment for DUBS.

This campaign highlighted what can be achieved when you blend creators, paid media and content strategy together. A perfect harmony.