Case Study

Transforming the Impact of Owned Media with Universal Deep Linking

  • 33%
    Reduction in user-acquisition costs
  • 50%
    Increase in repeat customer revenues
  • 30%
    Improvement in user acquisition ROI

BACKGROUND

Treatwell is the largest hair, beauty, wellness and salon treatments booking platform in Europe. With over 25,000 local partners, Treatwell’s website and mobile apps let customers book treatments at times and prices that suit them, 24/7.

CHALLENGE

As a performance-driven company, Treatwell places a strong emphasis on their marketing performance data. In the early stages of their mobile app marketing, they believed that their owned media campaigns including social media posts, email and sms marketing, and on-site banners had a sizable impact on the overall performance of the app. While there were pockets of data that suggested their owned media was driving a significant number of installs and in-app activity, there was no simple way to measure and optimize their efforts. To compound their data challenges, their standard web marketing tools could not differentiate between between different users or users on different devices, further constraining their ability to create effective messages.

ACTIVATION

Treatwell began using AppsFlyer’s OneLink™ universal deep linking platform for their owned media promotions. OneLink™ provided a single, measureable smart link that could be used across every platform, including both desktop and mobile devices.

OneLink™ was configured so that a mobile user who did not have the Treatwell app installed would be sent to the correct app store for their mobile device. After the app was installed, the app opened to the optimal first-time user experience based on the particular promotion the user clicked on. Alternatively, when users who already had the Treatwell app installed on their mobile device clicked on a OneLink™ link, the Treatwell app opened to the optimal mobile app state. And when desktop web users clicked on the link, they were directed to the optimal web page. OneLink™ ensured that all installs and in-app activities driven by owned media were properly measured, tagged and attributed to the right owned media channels and campaigns.

RESULTS

OneLink™ had a profound impact on Treatwell’s owned media marketing. By effectively measuring the impact of their owned media campaigns, Treatwell’s marketing team was able to make smarter decisions, finding the right balance between free and paid media to propel their app growth. This led to a 33% year-over-year reduction in their user acquisition costs. By gaining clarity around the the performance of their owned media campaigns, they were able to identify what influenced returning customer purchases. These insights drove a 50% year-over-year increase in repeat customer revenue.

With OneLink™ we were finally able to unleash our owned media campaigns to their full potential.
Thiago Monteiro, Head of Mobile at Treatwell