Challenge
Poland’s leading logistics company — the one with the bright yellow parcel lockers on every corner — needed to scale mobile app adoption. The app lets users ship packages without printing labels, open lockers remotely, and track deliveries in one place. They needed high-volume installs from people who’d actually use it, not just download and forget.
Solution
I handled both campaign management and creative production on Facebook and Instagram. The first challenge was figuring out who actually wants a parcel locker app — and the answer wasn’t obvious.
I tested over 110 interest-based audiences. The initial assumption was to target people interested in delivery services — DHL, UPS, package delivery. That flopped. The breakthrough came when I flipped the logic: instead of targeting people who send packages, I targeted people who receive them. E-commerce shoppers — people browsing OLX, Allegro, Zalando — converted 3x better. They’re the ones getting packages every week and actually need the app.
On the creative side, I ran DCT (Dynamic Creative Testing) across 50+ image variations. Static images showing the app’s core features outperformed video and carousel formats. Simple, clear visuals worked best for this audience.
I also built a remarketing layer — PageView retargeting with a 1-day window — to capture high-intent users who visited but didn’t install immediately. Early tests showed Android delivered better results in the Polish market, so I concentrated budget there.
Results
In 2022, I delivered 114,927 app installs with $71K total spend — averaging $0.62 per install.
- Interest targeting (e-commerce shoppers) drove the best results — OLX, Allegro, Zalando performed best
- Age 18-34 delivered 58% of all installs — young, active online shoppers
- Female users slightly outperformed males (53% vs 47%)
- Top regions: Masovian (Warsaw), Silesian, Greater Poland — urban areas with more lockers
- Peak month was January with 21,086 installs
The e-commerce insight changed the whole strategy. Instead of chasing people interested in “delivery” or “packages,” I went after the people who actually receive packages regularly — and the numbers followed.