Red-haired young man in a black zip top talks beside a blacked-out figure with a "?" in a red football kit, logo backdrop
Submitted by NewGen

Driving downloads for DUBS

NewGen ran a creator, content and paid campaign for the DUBS app launch, generating over 4,623 app installs alongside +880K stream impressions.

4K+app installs
4,623app installs
+64Kengagements
+880Kstream impressions

Case in 60 seconds

DUBS was launching an app and needed installs rather than awareness alone, among a younger, socially active audience that had no existing relationship with the product at the point of launch.

The campaign appears to turn on the reading that an install is a moment-dependent action, because the audience has to be reached when conditions such as being on WiFi make downloading something they can act on immediately.

NewGen built the launch as a blend of creators, content and paid media, so that the same push generated installs and created creative moments that marked the launch rather than only buying reach.

Creators worked with creative freedom across Twitch livestreams and short-form content, while paid media was planned against the behaviours and moments the audience was part of, down to whether the target audience were using WiFi.

NewGen reports over 4,623 app installs for a $2.49 cost-per-impression, with +60K unique viewers, +880K stream impressions, 4K+ app installs and +64K engagements.

Strategy Breakdown

A younger, socially active audience.
Based on the available evidence, the challenge was a launch with no installed base, so the work had to build awareness and convert it into downloads at the same time rather than in sequence.
NewGen built the launch as a blend of creators, content and paid media, so that the same push generated installs and created creative moments that marked the launch rather than only buying reach.
Based on the available evidence, the planning treated the audience as reachable in specific moments rather than as a fixed segment, which is why details such as WiFi use were read as buying signals for an install.

Creative & Execution System

Assets & channels

  • Twitch
  • Vimeo
  • livestream
  • short-form content

Partners

  • NewGen

Results & Evidence

MetricValue
App Installs4K+ App Installs
App Installsallowed NewGen to generate over 4,623 app installs for a $2.49 cost-per-impression
Engagements+64K Engagements
Stream Impressions+880K Stream Impressions
Unique Viewers+60K Unique Viewers

Why NewGen's strategy worked

  1. 1

    Targeting on connection state rather than demographics alone reads as the operative choice here, because an install completes only where the moment supports the download, which is a delivery condition and not an audience trait.

  2. 2

    Creative freedom given to creators is presented as the reason content held audiences while sentiment rose, which suggests the brand treated the creators as the editorial judgement rather than as distribution for a brief.

  3. 3

    Livestream and short-form running together lets one campaign carry both dwell and volume, because streams build the unique-viewer base while short-form supplies the repeat impressions that push an install decision.

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