Case study · Movistar

User acquisition and growth for the Mi Movistar app

Sr. Performance Analyst · Havas June 2021 – August 2022

Key results

600,000
annual Mi Movistar installs
across all media combined
Target
440,000 Achieved
600,000
+36% above the annual target
−25%
cost per install (CPI)
from the start to the end of my tenure

Also: more consistent measurement and stronger campaign analysis and optimization processes.

The challenge

Movistar set out to drive user acquisition for its Mi Movistar app, with an annual target of 440,000 installs and additional in-app engagement goals.

The strategy combined always-on campaigns with higher-intensity commercial events such as Hot Sale and Cyber, plus seasonal campaigns for app products and features.

01
Always-on
02
Commercial events
03
Seasonal campaigns

The challenge was to grow install volume, optimize CPI and strengthen measurement and analysis in an operation spanning different platforms, formats and objectives.

Strategy and execution

Three initiatives

  1. 01

    Data-driven creative optimization

    I proposed and led the analysis
    With McCann, Movistar's creative agency

    I proposed and led a creative performance analysis with McCann, Movistar's creative agency.

    We analyzed CPI, CPE, CTR and ad delivery across platforms to identify common patterns among the best- and worst-performing assets.

    Key variables identified
    • Placement of commercial offers
    • Background colors
    • Brand presence in the first seconds of videos

    These learnings were carried into subsequent creative productions, which performed better.

    We also set up regular Performance–Creative working sessions to review results and use data as an input for new campaigns.

  2. 02

    Evolving measurement and data analysis

    Migration to Adjust

    Client's proposal · I led the migration

    I led the migration to Adjust as the measurement platform for installs and in-app events.

    I coordinated the transition with the technology provider and the Planning and implementation teams, making sure measurement was set up correctly while maintaining continuity in KPI tracking. The change gave us more consistent, reliable data to evaluate campaign performance.

    Looker Studio dashboards

    Built by me from scratch

    In parallel, I built Looker Studio dashboards from scratch to make results easier to visualize, speed up analysis and improve optimization decisions.

  3. 03

    Multichannel strategy and acquisition efficiency

    I contributed to optimization

    I took part in the ongoing optimization of media investment, prioritizing user acquisition campaigns on Google Ads and Meta while continuing to explore opportunities in other media.

    Core platforms
    Google · Meta · TikTok
    Complementary media
    Lemmonet · Winclap

    We also restructured campaigns to improve efficiency. On Meta, for example, we consolidated campaigns reaching similar audiences, simplifying the structure and making them easier to manage.

    This approach balanced acquisition volume, cost efficiency and testing new opportunities.

Results and impact

Creative, media and analytics in a continuous optimization process.

  • Media optimization
  • Creative analysis
  • Better measurement
  • Campaign restructuring

Together, these four workstreams helped strengthen Mi Movistar's user acquisition strategy, using performance data to guide investment and acquisition decisions.