Case study: Tide increases organic app installs with ConsultMyApp

Quick stats
  • Organic app install volumes increase by 3.4X
  • Apple Search Ads CPI reduced by 47.6%
  • Apple Search Ads CPA reduced by 55%

Business financial platform, Tide, partnered with mobile app marketing consultancy, ConsultMyApp (CMA) to capitalise on the growth in popularity of banking apps. The fintech firm has gone from strength to strength and now has more than 300,000 customers, accounting for a UK SME banking share of more than 5.5%. Tide partnered with ConsultMyApp to bolster its market position and boost business account sign-ups.

The company had ambitions to maintain high levels of customer acquisition whilst bringing down cost-per-acquisition in a highly competitive space. The business financial platform also hoped to boost organic acquisition by improving visibility and traffic in the app stores.

With these objectives, Tide challenged CMA to deliver an App Store Optimization (ASO) and Apple Search Ads (ASA) strategy to drive new account signups.

Organic installs up

The campaign resulted in Tide’s organic install volumes increasing by 240% over a three-month period whilst the cost-per-acquisition on its Apple Search Ad campaigns was reduced by more than a half, to 55%. Additionally, CMA’s strategy saw Tide’s App Store Ads cost-per-install (CPI) decrease by 47%.

As a result of the successful partnership, the company continues to see remarkable growth and increasing install volumes. CMA continues to work with Tide to deliver ongoing improvements to their app’s marketing performance.

Having achieved significant scale in a very short period, Tide is focused on maintaining steady and sustainable growth. We have worked to ensure all channels are optimised for effective paid and organic acquisition, with app stores being crucial to this. We have benefited greatly from CMA’s support and advice and have seen considerable results from the partnership.

Kerstin Reichert, Digital Marketing Manager, Tide