Instant Subscriber

The Hackathon Challenge: Develop a new, innovative digital feature or service experience for users that will grow awareness and help with acquisition of new subs.

The Approach

We wanted to take advantage of Google Play Instant, a Google feature that allows users to tap and try an app without installing it first.

We know that subscriber acquisition is expensive and churn is volatile. App stores are critical partners to unlocking audience and building scale. However in a saturated market where users have too many apps, it is difficult to get them to download another.

Traditional Funnel:

Instant App Funnel:

Final Outcome

The user sees a compelling ad for the new series through paid social or search. The user taps on the ad and is driven to sample within the instant app, the app install is seamless to the user.

At the end of episode, once the user is hooked on the show, they’re prompted to install the full app in order to watch the next episode.

Only a small percentage of users convert from app store download to free trial, but engagement from free trial drives conversion.
This flow turns the engaged sampling user into a paying subscriber, all in a couple of clicks.