Rocket Fuel gains unique insights, builds awareness, and delivers great results for IMVU, with paying users spending 114% more

Results

• Paying users spent 114% more money
• Non-paying users were 10% more likely to convert into paying users

Advertiser

IMVU is an avatar-based social network and virtual world where people meet and interact in 3D. The service offers a simple, yet immersive 3D environment where users can shop and dress up their avatar with its own personalized look, and they can design and decorate their own 3D space. They're then able to connect with new people from around the world. IMVU has the world’s largest virtual goods catalog of more than three million items, almost all of which are created by its users.

Objectives

Boost per-member spend:

• Increase spend of paying users on Black Friday
• Convert “freemium” users to paying “premium” users

Audience

Address two distinct audience segments:

• Paying users
• Non-paying users

Campaign

Display media using an exposed/control methodology to benchmark lift. Developed a view-through attribution model to understand the value of users who saw an ad, didn’t click on it, but registered at a later time. Employed automated real-time bidding with targeting for time of day, day of week, sites, login spending behavior, gender, and age.

Products Used

Rocket Fuel for Audience

Retargeting Booster

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