Travel/Hospitality  |  Conversions

Hg2 Targets iPhone Users, Achieves 17% Download Rate

A Hedonist’s guide to… (Hg2) publishes sophisticated, independent travel guides from around the world.

Overview

While creating great content has never been a problem for Hg2, when it launched its iPhone app, it wanted to target digitally-savvy users. With the help of Outbrain, Hg2 was able to find and target mobile audiences, specifically iPhone users, with relevant content.

Goal:
Target iPhone users with Hg2 content to raise awareness and increase downloads of the Hg2 travel app.

“ We had a specific remit – which was to target iPhone users to drive downloads of the app. Outbrain’s solution for mobile made perfect sense to achieve this and the hugely impressive results speak for themselves. “

- Tremayne Carew Pole, Publisher & Founder, Hg2

Solution

Hg2 worked with Outbrain to Amplify some of its own, high-quality, editorial content that highlighted how the app could help travellers when abroad. The content had strong calls-to-action to prompt users to download the app should they want to.

The Hg2 content Amplified over the Outbrain network on a cost-per-click basis was recommended to audiences who were most likely to be interested in it. Only users accessing content on their iPhones, rather than a desktop or other mobile device were shown the Hg2 content.

All content was mobile-optimized and headlines were targeted to audiences on their iPhones, e.g. “Is this the must-have travel app of 2013?” and “From Almaty to Zurich in one beautiful app.” Due to the nature of the Outbrain Interest Graph, users clicking through were already likely to engage with this type of content, driving highly targeted audiences to learn more about the iPhone app.

Results

Outbrain drove high volumes of users to the content and after a two week period saw that over 17% of users went on to download the app. Outbrain delivered 16,239 clicks to Hg2 content.