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“Since our app launched, our conversion rates have shot up by over 3x. The platform is super easy to use, so our team can manage everything without any headaches. Plus, the support team is always there to help us when needed. With all the customizable features, we’ve created a mobile experience that our customers love. If you’re a DTC brand looking to up your mobile game, I can’t recommend Appbrew enough!”
FREAKINS dominates India’s fashion scene with its denim designs. Only three years old, this Mumbai-based brand leads GenZ consumers with its mantra: “Embrace the Unconventional.” The brand delivers over 800 bold designs across 35 categories, a collection as diverse as its audience. Also, FREAKINS thrives on its social media presence. It consistently engages Gen-Z shoppers with spot-on influencer marketing and trendy Instagram and Facebook feeds.
Their main sales channels were ads on Facebook and Instagram, which brought in the money. However, they struggled with: optimizing AoV, engagement, and conversions.
With Appbrew, FREAKINS saw data-driven results:
- Enhanced User Engagement
- App users spent more time exploring products, enriching Meta’s ad algorithm with high-quality data, and refining campaign targeting.
- Higher Conversions
- Push notifications for abandoned carts, combined with personalized recommendations, drove higher conversion rates.
- Improved ROAS
- Initial sales campaigns targeting app users increased the ROAS.
- After launching app install campaigns targeting web users, ROAS increased significantly.
The Challenge
Before partnering with Appbrew, FREAKINS face three critical issues:
Low Conversions, AoV, and Customer Retention
FREAKINS couldn't keep customers coming back with just a website. They had limited options to engage with their audience. Since they are community-driven, they wanted a platform that unifies their entire brand experience.
Their existing Meta-campaigns were limited to web-based data. So, they needed help with optimization and personalization. They could not create lookalike audiences and retarget potential customers without a centralized platform to combine app and web data.
The Solution
Appbrew developed a mobile app solution and redid FREAKINS’ marketing strategy:
- Integrate App with Meta Ads:
- Unified Purchase Event: Combined app and website purchase events to provide Meta with richer data for ad optimization.
- Common Meta Pixel: Integrated app and web data for deep insights, enabling highly personalized ad campaigns.
- App Install Campaigns: Ran campaigns targeting lookalike audiences and retargeted website visitors, focusing on “Add to Cart” actions rather than just app installs.
- Dedicated Mobile App Development:
- Hyper-Personalization: Provided fully customized shopping experiences for men and women, reflecting FREAKINS’ nearly equal customer base split. When customers open the app, a pop-up asks them to choose between men's or women's collections. After they make their choice, the app takes them to that collection, showing a personalized shopping experience with product displays, campaigns, and more.
Advanced Features:
- Image Search: Image search lets users find products using pictures, which increases engagement. Since FREAKINS is an influencer-driven brand on Instagram and Facebook. Their audience often looks for styles they see on social media. With image search, customers can easily find trending clothing options from screenshots on their phones.
- Similar Style Recommendations: The FREAKINS app has 3 different ways to suggest complementary products based on user preferences. In the product display (PDP) image carousel, there is an icon called "similar styles" that takes customers to two sections: "similar styles" and "pair it with." This helps customers discover more products and increases their average order value (AOV). As they scroll down, they also see a "you may also like" section that recommends products based on their preferences.
- WebEngage Integration: Deep integration with WebEngage for optimized user segmentation. Event-driven communications, including push notifications and emails, are triggered based on customer actions within the app. All app data integrates into WebEngage, for precise user segmentation and targeted engagement campaigns.
- Push Notifications for Conversion:
- Designed an abandoned cart recovery flow with push notifications, turning browsers into buyers and conversions.
Keys to Success
Appbrew’s targeted strategies and custom solutions gave remarkable results for FREAKINS:
- 3.2x Higher Conversion Rates: Hyper-personalization and app-exclusive features improved the likelihood of purchase.
- 15% Growth in Average Order Value (AOV): Personalized product recommendations and similar style suggestions gave larger orders.
- 9x Higher Engagement Time: Customers spent more time on the app as compared to the web due to the hyper-personalization and intuitive app experience.
- 25% Overall ROAS Surge: Increased ROAS after integrating app install campaigns and using unified purchase data. Targeted lookalike audiences and retargeting strategies increased app downloads.
