Moburst Dials Up Success with Influencer Marketing

The objective of our campaign was to enhance brand awareness and establish Truecaller as the top communications utility app for CallerID and Spam Protection in the US. We engaged US-based influencers to achieve this goal, focusing on metrics such as views, engagements, cost per view, and cost per engagement.

To track campaign performance, we used tracking links in influencers’ bios and analyzed organic uplift through Moburst’s dashboard and AppsFlyer. This approach was necessary since many users prefer to download the app directly from app stores, necessitating a calculation of incremental organic performance for a comprehensive view of the campaign's impact.

We prioritized authenticity by selecting influencers who could create high-quality, genuine content. Platforms like TikTok proved to be the most effective, with three posts going viral, driven by the app’s quality and the resonance of authentic content with the audiences of our creators.

The campaign exceeded expectations, achieving over 7.2 million views with a cost of $0.04 per view. Notably, some content gained impressive virality, with views reaching 959K, 1.3 million, and 2.2 million for each viral post from our top-performing influencers. In terms of engagements, over 367,000 engagements were generated at $0.82 per engagement, alongside a 5% engagement rate. Additionally, our influencer efforts led to over 24,000 saves, which is indicative of users moving further down the purchase funnel and further supported by an observable 14.3% increase in the app’s active user base.

From a broader perspective, the campaign demonstrated the effectiveness of influencer marketing on upper-funnel performance compared to traditional methods. We optimized our results by shifting focus from tech enthusiasts to teachers and lifestyle creators who better align with the Truecaller brand and tend to produce more entertaining content.

Overall, the campaign supported Truecaller’s brand awareness goals and contributed to a larger active user base for the app, proving the substantial value of influencer marketing over traditional media within the given budget.