In the beginning, we broke down the ultimate goal of transactions into two different work streams: First, the new user acquisition and initial activation of new accounts, and second, the retention and ongoing activation of registered users.

For the first part, we put a strong emphasis on paid social ads via Facebook and Instagram. With a focus on the benefits of the product - e.g. collecting loyalty points while purchasing, using discount codes during a purchase transaction, and many more - we collected a huge number of new installs. By making sure that the onboarding process in the app (connection of the bank account) is clearly understood by the user, we achieved a strong install to activation rate, which was the basis for new user growth.

For the second part, we technically integrated an own display system in the bluecode app that made it possible for us to show personalized display ads for each user in-app. Therewith, we could offer the users very relevant special offerings that improved retention and usage of the app. In addition, we ran special campaigns (e.g. lotteries) that had a clear transaction focus and helped us boost the numbers not only short term, but also long term via an increased product awareness.