Flo

The objective

Acquiring new users while reducing cost per subscription (SKAN)

Flo Health is a women's health application with 230 million international community across the globe. By using Flo, every member of our community is helping bridge the gender research gap, advance cutting-edge science and build a better future for female health.Flo has been running TikTok campaigns in order to attract new users to their app and drive paid subscriptions at the lowest possible cost.

The solution

Adopting App Profile Page to nurture algorithms with real-time signals

Given the limitations of SKAN campaigns, Flo became a pioneer in testing App Profile Page in a closed beta. App Profile Page is a solution created specifically for SKAN campaigns, which helps the algorithm capture on-site signals in real-time without waiting for regular SKAN postbacks which come with a delay. It helps campaign learning and optimizes targeting the right audience.

Flo has set up two app promotion iOS 14.4 dedicated campaigns - one featured App Profile Page and the other did not feature the product. Besides that, all the settings were identical: women only, age 25+, and US-targeting.

Three user-generated creatives highlighted the main selling points and offerings being very similar to organic TikToks.

The results

Demonstrating the value of App Profile Page

After a week of A/B testing, App Profile Page has outperformed the control group and decreased cost per subscription by 23%. The learning has been extrapolated for all future SKAN campaigns and has been used ever since, resulting in 177% scaling month over month.