Oster Mexico aimed to significantly increase the number of downloads of its recipe application in order to strengthen its digital ecosystem and build a direct relationship with consumers. The app offers recipes, cooking tips and exclusive content related to Oster products, allowing users to get more value from the brand’s appliances. The challenge was to design a media strategy capable of scaling downloads efficiently while reaching users most likely to install the app.
We developed a performance media strategy focused on app user acquisition, combining different platforms to maximize the number of installations. The approach relied on two main pillars: 1- Google Universal App Campaigns, enabling the capture of high-intent users through relevant search terms related to cooking, recipes and culinary apps. The campaigns distributed ads across Google Search, Google Play, YouTube and Display. 2- Meta App Install campaigns, designed to identify audiences most likely to download the application. Ads were distributed across Facebook, Instagram and Audience Network, including direct s to the App Store and Google Play.
Creative assets were developed in video and carousel formats, highlighting recipes, tips and key app features. Campaigns were structured with multiple audience combinations based on interests such as cooking, recipes, kitchen appliances and mobile technology. Different strategies were also implemented for Android and iOS users, allowing for more efficient campaign optimization and increased download volume.
