Identifying High LTV Users Using Lookalike Audiences

Partnering with InMobi, MFine delved deep into its existing high LTV customer base to create seed audiences out of them. These seed audiences were used to curate various lookalike audiences such as fitness enthusiasts, urban residence dwellers, and lifestyle and wellness enthusiasts, thereby enabling MFine to identify millions of its core target audience in the connected world.

Leveraging the Power of Mobile-first Creative including Video

Building mobile-first creative was of crucial focus in the campaign as MFine aimed to innovatively address concerns that patients might have during the pandemic and educate them on how connecting with doctors and healthcare professionals was just a few clicks away. The brand leveraged 25-second vertical videos to convey the key messages of how health concerns are normal, why one shouldn't neglect them, why it's not necessary to get a doctor consultation in person, and how it's easy to consult a doctor online on the MFine app. Addressing these concerns at a time when stepping out of homes was considered risky encouraged consumers to look at MFine as a reliable, alternative, and most importantly, easy solution to consult doctors online.

Widening Campaign Reach with App Store Search

To reach out to a significant share of iPhone users in India, the brand also launched Apple Search Ads. The search marketing helped MFine reach a highly valuable user base right at the time of discovery in the App Store. Using the right blend of branded and non-branded keywords, the brand ensured that the audiences who are searching and in need of healthcare were able to avail MFine's services.

Reactivating Dormant users and Nudging First-time Registrants

Leveraging InMobi's remarketing capabilities, the brand encouraged dormant users, first-time registrants, and high-intent users to transact on the app or upgrade to paid plans so that they can have full access to priority health services on the app. The remarketing campaigns helped acquire thousands of incremental conversions.