Yoro News · At Growth Hackers Digital · 2022 to 2023
- Apps
- India
- Meta
- Google Ads
Cost per install from ₹58 to ₹3.
Persona research and creative testing found the format, then spend scaled 5x.
- Cost per install, from ₹58
- ₹3
- Monthly spend
- ₹30K → ₹1.5L
- Cost per acquisition
- ₹7.2
The setup
Yoro News is an Indian news app for people into stocks, crypto, anime and gaming. It needed to reach those niche users at launch.
What was broken
- No go-to-market strategy.
- Content was just okay.
- Acquisition costs were high.
What I changed
- 1Researched the user personas in depth.
- 2Launched top-of-funnel campaigns.
- 3Built a creative strategy and ran creative experiments.
- 4Used lookalike audiences to hit higher KPIs.
What moved
₹3 cost per install, from ₹58 · ₹30K → ₹1.5L monthly spend
Cost per install started at ₹58 and fell to ₹34 during the experimentation phase. Once the winning format was clear, monthly spend scaled from ₹30K to ₹1.5L at a cost per install of ₹3 and a cost per acquisition of ₹7.2.
“…ran the right experiments to reach our audience while bringing down our costs of acquisition.”
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