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Cutting acquisition cost while scaling app installs in APAC
Rebuilt measurement and creative testing to cut acquisition cost while scaling installs across APAC.
🏢 Northwind Travel🌍 APAC⏱️ 7 months
-38%
Cost per install
+96%
Monthly installs
+51%
Day-30 retention
6
Markets launched
The challenge
Northwind wanted to expand its travel-booking app across six APAC markets, but installs were expensive and low quality. Attribution was fragmented across networks, and creative was recycled from Western markets with little local relevance.
Our approach
- 1Implemented a clean mobile measurement setup (MMP + SKAdNetwork) to compare channels on true post-install value.
- 2Built market-specific creative in local languages, tested at speed across TikTok, Meta and Google App campaigns.
- 3Shifted bidding toward in-app events (completed bookings) rather than raw installs.
- 4Created a community and referral loop to lower blended acquisition cost over time.
The outcome
Cost per install fell 38% while monthly installs nearly doubled and 30-day retention rose by half. The quality-first approach meant the growth was profitable, not just big.
“They treated our budget like their own money. Every experiment had a hypothesis and a clear read.”
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