The Customer
Kumu is the “super app” for Filipinos around the world.
The Kumu app combines live streaming, video chats, and gaming, with plans to introduce online payments and e-commerce. Upcoming features include a live e-commerce platform, allowing users to purchase items during streams, creating additional revenue opportunities for content creators.
The Challenge
Kumu aimed to meet rising demand and expand its user base amid a digital surge.
As COVID-19 forced the government in the Philippines and other SEA countries to place strict lockdowns throughout regions, it enabled people to use digital services more than ever. Entertainment and other segments such as Fintech reported a massive spike in downloads of their mobile apps.
To address this growing demand for online products and services, Kumu introduced many new features to host online events – resulting in over 3 million registered users and about 25,000 live streams being broadcast each day. Kumu wanted to leverage alternative app stores to increase their user audience to make their new features accessible to a larger audience within the Philippines region.
The Solution
AVOW guided Kumu in tapping into new, alternative user acquisition channels for its app in the Philippines
Kumu wanted to increase its user audience by scouting alternative ad inventory apart from traditional channels.
✅ Tapping untapped mobile OEM inventory with AVOW: AVOW deployed its mobile OEM partnerships with Huawei Ads, Xiaomi, vivo, and OPPO to augment Kumu ́s mobile user acquisition activity and reach into untapped alternative inventory in the Philippines.
✅ Maximizing global reach with Alternative App Stores: Alternative app stores such as Huawei AppGallery and GetApps have a massive user base globally and major app developers like Kumu can benefit from their huge reach and organic installs simply by uploading their app on alternative app stores with AVOW’s expertise – thus, empowering them to leverage untapped and relevant new users in their key markets with an increased engagement.
The Results
Kumu reached a highly engaged audience in the Philippines, boosting app awareness, retention, and cost efficiency.
4
Major mobile OEM campaigns
+500M
Ad impressions
57%
Improvement in CPD
+60%
App engagement
Through AVOW’s exclusive mobile OEM partnerships, Kumu managed to reach a vast untapped audience in the Philippines. Mobile OEM inventory showed that not only it can increase app awareness and organic installs, but also present the highest level of engagement and retention of users for Kumu ́s App.
✅ 4 major mobile OEMs: Partnered with leading OEMs for impactful user acquisition.
✅ 500M+ Ad impressions (2022): Generated over 500 million Ad impressions.
✅ 57% improvement in CPD: Reduced cost per download by 57%.
✅ 60%+ increase in engagement: Boosted app engagement by over 60%.
The Feedback
“AVOW offers a great solution and service to scale our mobile marketing efforts by aggregating alternative advertising inventory through their strong mobile OEMs partnerships.”
Alex Tshering
Chief Growth Officer, Kumu
