THEIR STORY THEIR SOLUTION Connecting people Test, optimise, love The social discovery app Hitwe was launched Facebook's advanced suite of tools allowed Custom Audiences and Lookalike Audiences Hitwe to take a flexible approach to its app – allowed it to select and run relevant, in December 2015 and is aimed at emerging launch. With up to 300 active campaigns high-impact advert creative for each cluster. markets in Asia and Africa. The free app driving thousands of app installs across its Hitwe took advantage of the wide range of various markets each day, the app developer advert formats available on both Facebook connects people with others they find attractive had plenty of opportunities to test and and Instagram, including carousel and video. and earns revenue through native adverts, optimise its adverts. An emotive video drove awareness of the app Each culture and social group required its own and delivered the brand line, "Hit it off with including those placed via Facebook's Audience tailored approach, so Hitwe used Audience Hitwe". A range of locally relevant mobile Network. Insights to understand the complexities and app adverts invited people to find singles in nuances of its multiple audiences. This deep their area, with clear calls to action to 'Install level of insight – coupled with Facebook's Now'. This flexible template allowed Hitwe sophisticated targeting options, including to automatically tailor the creative to each region. THEIR SUCCESS From zero to hero Close collaboration with Facebook helped • 33% decrease in cost per install THEIR GOAL Hitwe reach over 3 million app downloads in • 27% uplift in average eCPM (Audience More markets, more installs the first four months, making it a huge hit in Network versus other native advert over 50 countries. Accurately targeted, highly networks) With the aim of getting large numbers of people relevant Facebook adverts also led to a huge • Top 10 social app in over 50 countries 33% drop in Hitwe's cost per install compared to install the app in multiple countries, Hitwe to other major sources of traffic. • 10 million people reached by daily posts turned to Facebook for its ability to reach The campaign, which launched in February • Over 500,000 video views a massive audience and the opportunity to 2016, produced the following results: customise its marketing approach across diverse cultural, social and behavioural groups. CROSS-BORDER BUSINESS HANDBOOK