Pink Triangle Press is Canada’s leading gay and lesbian media organization. Our partnership started a year ago in February 2019 with user acquisition campaigns for one of Pink Triangle Press’s apps – Guy Spy.
GuySpy is a location-based online social network and gay dating app. It is available on Android, iOS and via a web browser. The app uses location-based services like GPS to connect gay, bi and curious men. Through their platform users are able to create profiles with detailed descriptions and with multiple photos. They are able to chat with guys around them and send additional photos, have video messaging and provide their exact location.
Challenge
Before partnering with Kayzen, Pink Triangle Press used only Facebook and Google for user acquisition, but due to the limitations of walled gardens, such as targeting capabilities for a gay audience, creative restrictions, lack of transparency, it was a strategic decision to take programmatic in-house.
Approach
To target users in the same city, GuySpy leveraged Kayzen’s hyperlocal targeting feature to reach people in the main metropolitan areas across Canada, the US, Mexico, the UK, Ireland, Germany/Austria/Switzerland (GSA), Australia and New Zealand with video and banner creatives. There were two main strategies used to acquire new users: 1) whitelisting of apps with a similar audience and 2) targeting look-alike audiences.
To incentivize the users to complete the registration process and log in more often, Pink Triangle Press was running retargeting campaigns using custom audiences built directly on Kayzen through the in-app events received from GuySpy users on an ongoing basis through their MMP (Kochava) integration. By synchronizing this data with their Kayzen account, GuySpy was able to leverage their valuable, proprietary 1st party data for campaigns without having to share it with external networks or managed DSPs.
Impact
During the year of our partnership, Pink Triangle Press grew its spend by 7 times and maintained a healthy performance in terms of registration and GuySpy+ subscription rate since they started using Kayzen as their programmatic in-house platform.
״We in-housed our programmatic buying a year ago with Kayzen and are satisfied with the level of performance and transparency that we get from Kayzen״. Dan Radwan, Paid Media Manager
