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
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Twitch
- Vimeo
- livestream
- short-form content
Partners
- NewGen (lead_agency)
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| app installs | 4K+ App Installs | revenue |
| app installs | allowed NewGen to generate over 4,623 app installs for a $2.49 cost-per-impression | impressions |
| engagements | +64K Engagements | engagements |
| stream impressions | +880K Stream Impressions | impressions |
| unique viewers | +60K Unique Viewers | performance |
Why NewGen's strategy worked
- 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
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
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.
Results
12
Products launched
20%
Uplift in brand recall year on year
15%
Uplift in brand preference year on year
Results
1.1M+
Total views
40K+
Fan engagements
1.3x
Return on investment