Scaling a mobile app's visibility and user acquisition is the fastest way to drive growth in a competitive market.
Mobile app growth consulting agency REPLUG understood this when it drove a 65% increase in installs for one of France’s most prestigious and widely read news publications.
REPLUG’s co-founder and Head of Growth Luca Mastrorocco says the collaboration between Le Figaro and REPLUG highlights how OEM advertising can significantly boost apps and games looking to scale outside traditional UA channels.
“By leveraging Xiaomi’s OEM ecosystem, we were able to unlock high-quality placements that delivered incremental growth at a controlled cost, something that’s becoming increasingly difficult on mainstream ad platforms.
At REPLUG, we see OEM advertising as a crucial part of any diversified growth strategy. Our approach is always data-driven and performance-focused, ensuring that brands like Le Figaro can capitalize on new acquisition channels with full transparency and measurable impact.
This case is proof that OEM ads are not just an alternative — they’re a scalable, high-performing channel for brands willing to explore beyond the duopoly.”
By partnering with REPLUG, Le Figaro explored OEM advertising as a new frontier, leveraging Xiaomi’s ad system to reach high-intent users directly on their devices.
Addressing Key Challenges in Le Figaro’s App Growth Strategy
For this project, the teams were faced with three main challenges:
- Expanding user acquisition while maintaining cost efficiency
- Improving retention across early and long-term engagement
- Maximizing visibility amid competition in the news app market
REPLUG started the process by leveraging Xiaomi’s proprietary targeting capabilities to attract high-quality users at scale without overshooting Le Figaro’s budget.
This involved reaching and accessing users directly through Xiaomi’s pre-installed apps and device-native placements, including the Mi Browser and GetApps Store.
This focus on efficiency enabled REPLUG to save costs on ad spending and target high-intent users who are more likely to install and engage with the app.
Then, the mobile app growth consultancy conducted continuous testing and optimizations based on the placement to ensure it could meet the long-term engagement target.
Retention was the key metric for the campaign’s success. So, REPLUG and Le Figaro’s support team aligned the ad creatives with user interests and external factors to target users interested in news and media content.
On top of that, the team implemented a multi-placement strategy, featuring ads across Xiaomi’s highest traffic areas, including the Mi Browser, GetApps Store, and pre-installed apps.
The agency’s efforts resulted in a whopping 65.68% increase in week-over-week installs, a 34.9% increase in user retention after the first month, and a week 2 retention rate of over 24.30%.
As demonstrated by REPLUG's strategic approach, partnering with the right agency is crucial to combatting user acquisition and retention challenges.
Key Strategies for Optimizing User Acquisition and Retention
Overall, REPLUG’s strategy focused on precise targeting, creative optimization, and a multi-placement approach to drive high-intent user acquisition, improve retention, and expand Le Figaro’s mobile app reach.
- Extensive Targeting Optimization: Focusing on Xiaomi’s device-level insights and native ad placements ensured that each ad reached high-intent users and drove meaningful engagement and installs.
- Creative and Placements Optimization: Rigorous creative testing and placement optimization improved the campaign’s performance, demonstrating that targeted, relevant ads effectively engaged users during their first app interactions.
- Scaling Beyond Existing Channels: A multi-placement strategy increased brand awareness and enabled Le Figaro to maintain a strong presence and drive ongoing growth.
REPLUG’s structured approach helps app marketers optimize paid user acquisition, reduce mistakes, and improve ROI in a competitive market.
Their new eBook, “Mastering OEM Advertising for App Promotion,” offers a systematic guide to successfully navigating the challenges of mobile app marketing.
