In 2021, AXA built the version 2 of its original MyAXA app to expand its digital footprint. My job was creating and executing a Go-to-Market plan for the new MyAXA Plus app.

The MyAXA Plus app was designed to simplify investment, insurance purchases, policy claims reporting, and access to HMO. Convincing customers to download and use the app was a key metric for the digital marketing team.

My Strategy

I knew we needed a full-funnel app marketing strategy. I designed a strategy integrating acquisition, engagement, and conversion tactics. I executed app paid install campaigns on Meta/Facebook and Google Ads, launched landing pages, and created social media campaigns to drive adoption of the app.

• Ran targeted install campaigns on Meta/Facebook, and Google Ads.
• Launched retargeting campaigns to a warm audience (custom & lookalike) audience to increase app adoption.
• Integrated the app with Appsflyer and Google Firebase for mobile marketing attribution and to track in-app engagement.
• Developed app and web push notification to drive customer action on the app.
• Worked with the creative team to design video explainers about the benefits of the app.
• Launched smart banners via Appsflyer to notify website visitors about the app availability.
• Worked with the UX team to build a landing page to drive the app install campaign.

Tools & Technologies

• Google Ads & Meta Ads for Paid App Campaigns
• Appsflyer for mobile attribution.
• Firebase for app tracking and measurement.

The Results

• Drove 150,000 app installs in 16 months.
• Generated £1.1 million in app revenue.

What I Learnt

You can’t win through app installs alone, retention and revenue generation are the most important part of the app marketing strategy. The messaging, targeting, and campaigns must turn the target audience into revenue-generating customers.