DramaBox

DramaBox scaled their streaming app’s high-value user base

DramaBox used AppDiscovery to efficiently acquire users who make repeat purchases and sign up for subscriptions.

Marketing Objective

User Acquisition

DramaBox

Background

DramaBox provides a vast selection of bite-size films and TV series on their mobile app. Their exclusive original content spans a wide range of genres, including comedy, thriller, romance, and more.

Location

APAC

Company Size

500+

Founded

2011

DramaBox

The Challenge

Profitably acquiring high-LTV users

DramaBox primarily monetizes its streaming app with two types of in-app purchases. Users can either buy coins to access films and episodes or subscribe for unlimited content. To grow their business, DramaBox was interested in scaling high-value viewership, which comprises users who make either type of purchase.

In order to attract a meaningful number of new paying users, Dramabox needed to expand beyond their traditional marketing focus on search and social advertising. Because individual users tend to be interested in a specific genre or genres within DramaBox’s content library, DramaBox needed a UA partner that would not only provide access to an expansive audience but also deliver the right message to the right user at the right time.

The Solution

AppDiscovery’s AI accurately targeted high-value users with tailored creatives

DramaBox utilized AppDiscovery to access a diverse pool of over 1.4 billion daily active users. To pinpoint their most valuable viewership, they launched multiple campaigns leveraging advanced AI. Two campaigns were ROAS-optimized: one targeting users likely to deliver the highest Day 0 ROAS, the other Day 7 ROAS, from purchasing coins in-app. In parallel, they ran a CPP campaign targeting users likely to sign up for a subscription.

DramaBox worked with SparkLabs, AppLovin’s in-house creative agency, to produce seven unique video creatives representing different genres within their content lineup. SparkLabs’ local expertise and data-driven approach to creative development, combined with the accuracy of AppLovin’s AI in determining which user to show which ad to, maximized conversion.

After quickly seeing strong results in their primary geos like the US, DramaBox expanded their campaigns to 20+ additional countries. This unlocked meaningful scale in geos that had previously provided more limited growth.

The Results

DramaBox scaled high-quality viewership while achieving efficiency goals

AppDiscovery’s AI adjusted quickly to deliver DramaBox’s ideal users at efficient prices. Within a few weeks of their respective launches, the CPP², D0 ROAS³, and D7 ROAS⁴ campaigns consistently achieved DramaBox’s cost and ROAS goals.

Not only did DramaBox find new scale in their primary geos like the US, but their campaigns also flourished in geos where they hadn’t previously achieved high ROI. In India, D0 ROAS and D7 ROAS improved by 6x within the first 3 weeks the campaigns were live in the country⁵, exceeding goals and accelerating DramaBox’s growth.

With their AppDiscovery campaigns, DramaBox acquired its ideal users around the world at efficient costs, increasing their monthly spend on the platform by 63%.

In Summary

Tapped into a vast source of engaged users

DramaBox leveraged advanced AI to target their ideal users among AppDiscovery’s diverse pool of 1.4B+ DAU. As efficiency rapidly improved, DramaBox increased spend 63% month over month.

Reliably achieved cost and ROAS targets

AppDiscovery’s CPP and ROAS campaigns quickly calibrated and consistently achieved goals, efficiently delivering DramaBox users who make valuable purchases or sign up for subscriptions.

When it comes to scaling efficiently, AppDiscovery is hard to beat.

We’re very impressed with the quality of the users acquired through AppDiscovery. Thanks to SparkLabs, we've been able to create audience-specific ads that AppDiscovery matches with the right users for optimal performance. This has unlocked more scale and higher KPIs, making AppLovin a major driver of our app’s growth.

Micheal Zhao
Director of UG Strategy

¹ AppLovin platform: Mar 13–Apr 12 to Apr 21–May 20, 2024
² AppLovin platform: Mar 13–19 to Mar 20–26, 2024
³ AppLovin platform: Mar 11–17 to Mar 25–31, 2024
⁴ AppLovin platform: Mar 18–24 to Apr 1–7, 2024
⁵ AppLovin platform: Apr 15–21 to Apr 29–May 5, 2024