Like Growth in 7 months
More Effective RoAS
Dolphin Browser started in 2009 as a bold idea. Yongzhi Yang – a Software Architect at Microsoft – wanted a quality browser for Android with a higher capacity for features and personalization. In true entrepreneurial fashion, he built one himself.
After months of hard work and testing, Dolphin Browser HD arrived on the Goo- gle Play Store in May of 2010, and then on the iOS App Store in 2011. Dolphin quick- ly built momentum in the Android and iOS community and was even touted as Life-hacker’s favorite mobile browser, reaching over 1 million installs in less than a year and ending up with over 150 million.
Dolphin’s users are tech savvy, passionate, and quick to want the latest news and information about their favorite browser.
Recognizing this and having achieved a major product download milestone in late 2014, Dol-phin wanted to reach an equally monumental milestone on Facebook in 2015.
They set their sights on 1 million fans, seeking strategic growth in key markets and to extend their reach to more women.
S2 backed these top of the funnel tactics with an integrated down-fun- nel strategy that curated daily mobile tech-focused content posts targeted specifically at the new fan growth and produced meaningful engagement.
S2 created a Facebook advertising strategy that leveraged lookalike audiences, hyper-specific interests, and narrow demographic targeting to get the most likely to engage new fans at the lowest possible cost. Over the course of several months, we continually fine-tuned our approach to keep up with changes in the Facebook algorithm and platform.
Each ad integrated the product in a fun and interesting way, which led to a highly engaged and enthusiastic audience for Dolphin.
We tapped into Dolphin’s highly engaged newsletter audience and achieved massive organic growth.
To encourage users to join the community from within the application, we included a custom rotating welcome message with helpful tips and calls to action.
We knew from months of engagement data that Dolphin fans were passionate about all things mobile and had a strong affinity for Android over iOS. This information educated our approach and saved wasted impressions.
The Dolphin Facebook page grew 3.3x in just 7 months, reaching 1 million fans at a breakneck pace. On top of that, S2 was able to consistently undercut Facebook’s projected cost per like by at least 50%. This fan growth helped to establish Dolphin as a go to source for mobile – tech enthusiasts around the world.