Business bankingTransforming Tide's Month on Month Growth with a 37.5% Surge in Installs and 10K+ Accounts Opened
Tide wanted more installs, and wanted the people behind them to go on and open accounts.
- Objective
- Installs that become accounts
- Approach
- Month-on-month growth optimisation
- Funnel focus
- Install to account opening
The brief
Installs that turn into accounts.
Tide's brief was to grow installs and turn the people behind them into opened accounts. A banking app that's installed but never opened as an account is a cost, not a customer.
The approach
Improve it every month.
We ran month-on-month mobile growth optimisation: each month's results set the changes for the next, so the campaign improved in steady steps rather than a single big bet.
Where the work focused
From install to account.
The focus was progression from install to account opening — the point where interest becomes a business customer.
What it delivered
More installs, and the accounts to show for it.
The growth in installs and the accounts opened are set out below.
Steady monthly gains beat one lucky month.
Reported results
- Increase in installs
- %
- As reported in the campaign material
- Accounts opened
- K+
- As reported in the campaign material
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