CASE STUDY

Bringing Proven Web Marketing to Mobile

Democratizing Wine in Mobile-First Brazil

Evino’s mission is to democratize wine in Brazil.

Wine is, and has been for a long time, regarded

as a rare luxury product in Brazil. On average,

Brazilians drink only around two liters of wine

every year, compared to the dozens of liters av-

eraged by North Americans and Western Euro-

peans.1

Evino seeks to engage Brazilians with easy-to-

access information and a large range of afford-

able wine, delivered to their door. When the

team got started in 2013, the startup focused

on a desktop web presence, growing email lists

that became their primary means of engaging

with existing users. Customers were reached

with offers over email and redirected onto the

website to finish the purchase. That’s been the

basis of a stable business.

Yet users are turning toward mobile. Evino cur-

rently targets 35-50 year-old Brazilians, a cus-

tomer segment which increasingly prioritizes

mobile devices over desktop computers. Mo-

bile devices can be acquired for a fraction of

the price of a laptop or desktop computer, and

access to mobile data is cheap. This is espe-

cially important in a market where the average

monthly income is just over $600 USD.2 In the

six months from October 2015 to March 2016,

the share of customers in this segment who ex-

clusively use mobile devices to access the in-

ternet increased by two-thirds, while desktop

and combined usage tanked.3 The mobile-only

share rose by almost 10 percent overall, to a

quarter of all users.

1 International Organization of Vine and Wine statistics extract for 1995-2012. http://www.oiv.int/en/databases-and-

statistics/statistics2 http://www.tradingeconomics.com/brazil/wages3 ComScore via Emarketer, Device Share Among Internet Users in Brazil, by Age, Oct 2015 & March 2016 (% of total in

each group), published May 10th 2016. http://totalaccess.emarketer.com/Chart.aspx?R=194702&dsNav=Ntk:relevance

%7cdevice%7c1%7c,Ro:-1,N:411-717,Nr:NOT(Type%3aComparative+Estimate)

“People are much more mobile-first in Brazil

than they are in Germany or Sweden,” says

Luis-Daniel Alegria, who left the mobile scene

in Berlin to join Evino in Sao Paulo as Chief

Product Officer, “They’ll arrange parties on

Whatsapp, and if they’re driving, they’re using

Waze. Where Europeans will use their smart-

phone as their second device, many Brazilians

don’t have a desktop computer to begin with.

The mobile device is their only internet access

point.”

On the one hand, this represents a large and

untapped customer segment for a company

which has focused the desktop web. On the

other hand, mobile-only users are much more

likely to convert from an email campaign in a

mobile app than on the mobile web.

Building a native mobile app offered a huge op-

portunity for Evino to reach new customers and

improve conversions from their existing sub-

scribers.

50

45

30

35

30

25

20

15

10

5

0

Desktop only Mobile only Multiplatform

Q1 2016Q3 2015

Strategy

So Evino built an iOS app that gives users the full functionality of

their website, but directly adapted for mobile devices. It launched

in November 2015.

But just launching the app in the Store isn’t enough to gain new

customers. More than 90 percent of all apps launched in the iOS

App Store don’t show up in top list rankings.4 Also, since Evino were

selling a product most consumers wouldn’t actively search for, it’s

unlikely that the app would attract many consumers just by being

on the App Store.

The Evino team based their mobile strategy on three pillars:

To grow the audience and reach new customers, the

marketing team needs to rapidly try out different types

of ad campaigns to find out which messages reach the

right audience.

Evaluating and changing advertising campaigns should

be based on the actual return on investment - so the

team needs a dashboard that shows them how well

different activities perform, and how often users convert

into paying customers.

The well-established email newsletters should quickly

and easily redirect iOS users onto the mobile app, and

immediately show them the right offer – but how can

you create a single link for the email campaigns that

dynamically redirect different users based on their

platform? And how can you most easily show users the

right offer at the right time?

1

2

3

4 adjust, The Zombie Uprising: the undead App Store in 2016, released July

27th 2016.

Understanding the Mobile Buyer’s Journey

Evino integrated adjust’s open-source SDK

from the get-go.

The basic integration with adjust allowed

Evino to track the number of people who had

downloaded and installed the app, as well as

how many times the users opened the app

afterwards. Additionally, by implementing in-

app event tracking, they could also see the

number of sign ups, logins, products viewed,

and the number of times a user added a bottle

of wine to their in-app cart.

Evino also integrated their servers with adjust

so that they could connect the actions that a

user made on their mobile app with actions

they may have made on the desktop website.

The integration uses callbacks, also known as

postbacks or webhooks. These are essentially

messages representing a specific event, sent

from adjust’s servers to Evino’s as the event

is tracked. By using customer IDs or encrypted

email addresses to match up data from their

website with their mobile app, the Evino team

had access to granular detail about the way

their users behaved.

With adjust’s real-time dashboard, these

numbers are all available to Evino whenever

they needed answers to a question. Tests of

different ideas and concepts can be quickly

evaluated. This is particularly useful when the

tests don’t show the desired effect, as we’ll

discuss further on.

adjust’s open-source SDK gave Evino the ability to track every interaction and in-app event – and

gave the marketing team full access to summarized as well as granular data.

Promoting Wine on Brazil’s Social Media

Advertising on social media, like Facebook and

Twitter, was a huge mobile opportunity for

Evino. The average Brazilian has around 450

Facebook connections, whereas the global

average inches closer to a third of that number.

The relatively low cost of mobile Facebook

advertising in Brazil also meant that Evino

could reach a very large audience for their

budgets (with average cost-per-install being

around a dollar5).

On these networks, the team is able to

target very specific customer segments by

demographics. Facebook is one of very few

platforms able to leverage user-submitted

data on gender, age, location and interests.

But in order to achieve positive ROI, the Evino

marketing team need to be able to evaluate

how likely different targeted customer groups

are to become regular wine consumers.

Facebook and adjust are integrated to allow

Evino’s Facebook campaigns to be evaluated

based on the data collected by adjust. This

data is required for the Facebook campaigns to

operate in the first place - and only a handful

of “Facebook Marketing Partners” worldwide

have access to the API. The integration is set

up in the adjust dashboard just by typing in a

Facebook app ID.

5 Salesforce Marketing Cloud, Salesforce Advertising Index Annual Report 2015, released March 25 2016.

AD 1

AD 2

AD 3

Then the campaigns are displayed in the adjust

dashboard as soon as they start running. The

users that install the app after having seen or

clicked a Facebook ad are attributed to that

campaign. Each campaign, creative, or ad

group has an associated group of users that

were driven from that campaign. The activity

that those users trigger, whether directly after

the install or many weeks later, is attributed

back to that initial conversion.

adjust sums up all of the sessions, purchases,

or other user activity for each Facebook ad

campaign, displaying it either in the dashboard

or in CSV reports.

Evino’s marketing team were then able to

log into their adjust dashboard and see which

Facebook campaigns resulted in the highest

long-term user engagement. Day by day, they

knew which campaigns deliver results, and

which don’t.

With adjust integrated as a tracking service,

the Evino marketing team could access

a combined dashboard where their social

network advertising could be directly compared

to organic performance or the engagement of

users acquired with other media. When their

Facebook campaigns are fully optimized, they

plan on easily plugging in additional inventory

like Google.

Engaging with Users through Mobile Email Marketing

The final riddle was how to engage users through their

strong email lists, even on mobile. Evino extensively

use email campaigns to promote specific offers on a

daily basis. Those campaigns naturally also include new

subscribers that have been acquired in the app.

To send users from email campaigns into the iOS app,

Evino needed to embed links that were able to distinguish

whether the users were clicking the links on a desktop or

a mobile device. Users on a desktop computer should be

sent to the main website, whereas mobile users would

be sent to the app. On top of that, all of these users

should be shown a specific offer that is promoted in the

newsletter. Evino need to be able to quickly generate

adaptable, dynamic links that fit every newsletter.

To achieve that, Evino first implemented Universal Links

via adjust. Universal Links is a feature on iOS that allows

an app developer to create associations between a

website and a mobile app. adjust simplifies the process

by allowing app developers to associate their app with

an app-specific subdomain hosted by adjust’s servers.

When a user clicks on a link to this subdomain, adjust

communicates directly with the app (via the adjust SDK)

which opens the relevant content.

In the email campaigns themselves, the team implemented

adjust tracking URLs as newsletter links. The devices

which subscribers are using are then automatically

identified. Users on a desktop computer are filtered out

immediately, and shown the offer on the web.

iOS users are instead offered the Universal

Link. Users who installed the app previously

are shown the offer in the app automatically,

whereas users who haven’t yet downloaded

the app are sent onward to the App Store.

The most innovative technique then applied

when the second group of users (those who

didn’t have the app installed) open the app

for the first time. adjust immediately provides

the app with information about the user’s ad

clicks. The Evino app can then determine if the

user should be sent to the original offer, or if

the user should be shown another offer. With

that information, the app can also tailor the

initial user experience based on what offer the

user was interested in.

Their new email campaigns had a single set

of links that intelligently determined whether

users should be redirected to the desktop

website, to the App Store, or directly into a

specific offer in the app. All Evino had to do

was implement the adjust SDK.

Results

Evino thus rapidly increased the usage of their mobile app - either through people who had already

subscribed to their email newsletters, and were then presented with a much smoother and more

seamless experience, or through the new mobile-first customers that were acquired over Brazil’s

bustling social networks.

The quarterly average number of weekly active users increased more than seven-fold over the year,

starting in Q4 2015.

Amid a heavy growth spurt on all fronts for the wine delivery startup, the share of revenues coming

from mobile devices more than tripled over the summer months in 2016.

“Revenue share made from mobile devices is one of our key metrics, because it reflects the strength

of the mobile app going forward,” says Luis-Daniel Alegria, “Our goal is to generate half of all

revenues from the mobile app by the end of 2017.”

2.5x 500% 5x Top 8

Decrease in costs-per-acquisition on Facebook

Increase in weekly active users, since launch

Increase in revenue share of mobile devices

Average rank in Brazil Food & Drink

Costs-per-acquisition could be decreased by two thirds

The new customers shopped mostly on the weekend

Over the summer, Evino’s cost-per-acquisition

(CPA) decreased by two thirds as a result of

constant evaluation and tinkering with the

ad creatives the team ran on Facebook. The

winning creatives featured fewer pictures of

the app itself, and instead placed a filling wine

glass center-piece.

Experiments with couponing showed less

potential. Giving away a R$ 20 coupon (roughly

$6 USD) didn’t sufficiently increase engagement

with the ads to lower the CPA. Since the team

had performance data on all of their campaigns

available at their fingertips, they were able to

quickly evaluate the experiment and reduce

the volume on that campaign.

In particular, the team noticed a very specific

behavioral trend: people made more purchases

through their mobile devices on the weekend,

which previously had been a slow time for the

business in the past. This insight let the team

adjust their campaigns to emphasise weekends

for mobile users, in order to drive more direct

responses.

“The point is that we unlocked an entirely new

customer segment through our mobile app.

We would not have been able to reach mobile-

first customers without smooth email-to-app

transitions,” says Alegria, ” and being able to hit

just the right audiences on Facebook has been

one of the key drivers of those new users.”

The high user engagement and growing

userbase was also reflected in the startup’s App

Store positioning. Evino consistently ranked

eight on Brazil’s Food & Drink lists, among

leading brands like McDonalds, Pizza Hut, and

Foursquare. The high ranking also contributed

to steadily growing organic user acquisition,

further establishing Evino as a category leader

in Food & Drink.

With the iOS app launched and fully integrated

into the flow, the team hopes to repeat the

success on Android; the Android app already

has deep links integrated right out of the box.

With adjust, they are able to send email and

target advertising directly toward Android

users.

The next challenge is to further explore ad

networks and promotional alternatives beyond

the social networks. Display ad banners,

video advertising, and even Google searches

can be fully added into the adjust dashboard,

measuring the performance of each as they go.

adjust is a fast-growing mobile attribution and analytics

company with offices in Berlin, San Francisco, Istanbul, Tokyo,

Beijing, Shanghai, Sydney, Paris, Singapore, São Paulo and

London, placing a high premium on scientific statistics and a

user-friendly product. It helps mobile marketers understand

where their most valuable users come from, what they do, and

how to re-engage with them inside or outside their app.

adjust is also an official Facebook and Twitter Mobile

Measurement Partner and integrated with more than 500

networks and partners globally. adjust is ePrivacy certified, uses

SSL encryption for data transfer, and is the only mobile analytics

company to meet the most stringent privacy compliance

standards internationally. Clients include Hotel Tonight, Uber,

OLX, Zalando, Zalora, Rakuten, Lazada and Foodpanda.

For more details, visit www.adjust.com

or contact sales-us@adjust.com.