Submarino Viagens' App achieves profitability 40% higher than website

Challenge: Boosting app downloads and sales in a new channel

Submarino Viagens was a pioneer in the online sale of airline tickets, hotel accommodations, cruises and travel packages in Brazil. The company has competitive and guaranteed offers in more than 200 thousand hotels and 750 airlines around the world, offering options for leisure or business travelers, whether accompanied or alone. Since 2015, Submarino Viagens has been part of CVC Corp, the largest group of travel companies in the Americas.

In 2019, Submarino Viagens launched an application to offer its consumers a new purchase option. To ensure a successful launch, the main challenges were boosting app downloads and promoting sales through this new channel.

Results: Promoting in-app purchases

Performa Web embraced this project and developed a robust plan based on the best practices in the market. For each operating system, the media team created a campaign to install the App and another to carry out the action, such as airline tickets sales, going for the two main objectives of Submarino Viagens.

In each group, different ad formats were run to increase the reach of campaigns and generate input data for machine learning.

Finally, in order to qualify the customers’ propensity to buy, events were created according to the user's navigation depth in the App.

All these actions contributed to improving the results of smart bidding (tCPI and tCPA), reaching both the primary objectives (app downloads) and secondary (sales through the new channel).

E o resultado superou todas as expectativas: já nos três primeiros meses de campanha, o aplicativo foi instalado por mais de 100 mil usuários e a rentabilidade do App foi 40% maior que a do próprio site!