B612 is a photography app specially designed for selfies that lets you apply dozens of filters to your images before sharing them through your favorite social networks. In total, B612 has more than 50 different filters. Developed by SNOW, Inc. an Android developer that has been active since 2014. The current app portfolio contains 7 apps. In the Google rankings, SNOW, Inc.’s apps appear in the top 100 in more than 10 countries. Two of the most important apps from SNOW, Inc. are B612 – Beauty & Filter Camera and SNOW. Both of them are highly ranked on Google Play and have been downloaded more than 100 million times.
Rival applications that were already launched before B612 was released. As reported in early 2020, the top apps of photo & filter camera showed that Camera360, Ulike and Picsart get a much better rank than B612 in both Apple app store and Google Play. So that Snow, inc. wanted to explore the Vietnam market better and deeper. Their first step, pushing the number of installs monthly became the hardest challenge. Moreover, their organic audience did not match their long term business strategies so they had to re-target the audience with the age of Millennials. That becomes the second challenge. Finally, re-engagement of their paid-users and increasing the quality of users are also challenges for B612.
In this phase, we’ve segmented users into many groups and tasted different creatives for each segment to understand how people in different groups react to different types of creatives and contents. For example, we’ve divided users into 2 groups as Gen Z and Millennials. Then, we’ve optimized the target audiences and creatives further based on 3 metrics: Installs, actions in-app and retention rate on day 7th.
In results, the number of installs reached over 40K, in-app actions improved by 2.8X, retention rate in day 7th improved by 1.9X.
- CPI decreased by 40% as compared with self-service.
- Retention rate of Facebook channel = 3.1X organic retention rate.
- Retention rate of Google UAC = 2.5X organic retention rate.
40%decrease in CPI
- App name: B612
- Functions: Beauty filter camera
- Category: Photo & Videos
- Client: SNOW Corp.
- Campaign objective: App Installs