G-Star RAW +800% growth in in-app purchases

In Q2, G-Star's focus was initially on increasing app installs, but it shifted to In-App Events. The goal was to build a valuable user base of engaged users who actively visit the app and are highly likely to make a purchase.

+52%

Number of app installs

+500%

Install to purchase

+800%

Purchases

ABOUT

G-STAR RAW

G-Star RAW is a world-renowned denim brand, known for its innovative and sustainable approach to fashion. The brand stands for raw, untreated denim and combines craftsmanship with modern designs. G-Star RAW has established itself as a pioneer in the denim world and keeps pushing boundaries by constantly developing new materials and techniques. With a strong focus on sustainability and quality, G-Star has built a loyal customer base that values style and responsibility.

THE

CHALLENGE

G-Star RAW wanted to turn app installs into active users and purchases. The challenge was not just growth in installs, but above all increasing engagement and conversions within the app.

OUR

RESEARCH & GOALS

After achieving a significant increase in app installs, it was important to shift the focus to In-App Events. The goal was to increase engagement and drastically improve the conversion from installs to purchases. This had to be achieved through targeted marketing campaigns and optimisation of app features.

“

Working with DGTLbase helped us not only grow our user base, but above all reach a more engaged audience that actually makes purchases. The sharp focus on creativity and data analysis was essential to our success.

THE

SOLUTION & IMPLEMENTATION

Creative focus: More emphasis on new, dynamic creatives, with special attention to sales periods to reactivate users who had already downloaded the app but had not yet made a purchase.
Optimisation of assets: Replacing underperforming campaigns faster, ideally every 4-6 weeks, to improve results.
Push notifications aligned with campaigns: Aligning push notifications with running campaigns and creative content to increase effectiveness.
Technical improvements: Deep linking for iOS users was optimised to increase engagement. In addition, the Apple Search account was restructured according to best practices.
Use of audience insights: More use was made of audience data, based on In-App Events, to refine engagement campaigns and personalise the user experience.

THE

RESULTS

The campaign delivered impressive results, including a strong increase in both installs and purchases:

Installs: 187.2K (+52% in Q2 vs Q1)
Cost per install: €1.97 (-60% in Q2 vs Q1)
Install-to-purchase conversion: 2.8% (+500% in Q2 vs Q1)
Purchases: 52.83K (+800% in Q2 vs Q1)

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