Mumbai, 26th August 2024: In a momentous achievement, VEVE and MyXL Indonesia are thrilled to announce the remarkable success of the “Prepaid Star Series” campaign. Executed by VEVE for the esteemed partner MyXL, the campaign was honored with the Gold Award for ‘Best Data-Driven User Acquisition Strategy’ at the prestigious DATAMATIXX awards. This accolade underscores our innovative use of data analytics in OEM advertising to drive user engagement and conversions, showcasing the power of our strategic collaboration.

XL Axiata is one of the largest mobile telecommunication service operators in Indonesia, headquartered at Jakarta. MyXL is their mobile application that makes it easier to carry out various activities such as internet package activation, balance checking, managing several XL Prepaid, Postpaid, and XL HOME accounts in one place.

The brand wanted to explore OEM advertising to expand their user base beyond the traditional search and social media channels. The XL Prepaid Star Series campaign aimed to amp up new user acquisitions and app registrations for the “Star Series” packages, and boost MyXL SIM card purchases.

Building Blocks for Victory

VEVE expanded MyXL’s reach by partnering with top mobile manufacturers (OEMs) and popular apps, placing App Install ads on high-engagement touchpoints within Xiaomi, Oppo, and vivo app stores. As the campaign gained traction, VEVE team diversified the media mix to add high-impact banner ads within utility apps across various categories.

Targeting strategies included city-level and device-level targeting (based on device price and device model), resonating with various income brackets and professional demographics. The campaign effectively engaged young, social-media-active customers via personalized messaging, emphasizing four tailored data package options in the Star Series- Lifestyle and Beauty, Music, Online Games, and Culinary- to meet diverse user preferences.

Integrating third-party Mobile Measurement Partners (MMP) and an internal tracking dashboard enabled granular data analysis across multiple parameters. Optimisations were done across placements (e.g., top or bottom of the page), media-sources (mobile OEMs, popular apps, browsers, etc.), geolocation (metros and Tier 1, 2 and 3 locations) and various audience demographics. This comprehensive data analysis facilitated refined targeting and optimisations, ensuring above 2X Return on Ad Spends (ROAS).

The use of Real-time Bidding (RTB) technology and Machine Learning (ML) streamlined marketing workflows, resulting in a significant boost in high-quality user acquisitions, with a 40% Install-to-Registration rate and a 50% Registration-to-Purchase rate.

“We are thrilled to see our collaboration with MyXL recognized by DATAMATIXX. This award speaks volumes about the power of data-driven strategies and OEM advertising technologies in transforming business outcomes. We look forward to continuing our partnership with MyXL to drive further success.”
~ Anirudh Bapna, VEVE’s Sales Director in SEA

About DATAMATIXX:

DATAMATIXX is an esteemed awards ceremony that gathers industry leaders and experts to explore the latest trends and innovations in data analysis, AI, performance, and programmatic marketing. This year’s edition has been widely appreciated and continues to set new standards in the industry.

About VEVE:

VEVE is a performance marketing platform from Affinity Global Inc. that offers unique advertising experiences across mobile handsets (OEMs), browsers, app stores and premium apps. With native, high-performing ad formats – Tiles, Impact, App Install, unique media placements and customisation opportunities, the platform is empowering brands to achieve their advertising KPIs. Additionally, it provides creative and operational support across different languages and locations including US, UK, EU, IN, ID and CN. VEVE has its proprietary reporting dashboard to access deep data insights to optimise conversions and user engagement. VEVE also unlocks newer monetisation avenues for OEMs and browsers while enhancing users’ online journey.

For more information, visit www.veve.com.