We firstly focus on launching a paid acquisition strategy for the first Greenly app, before launching a Growth Marketing strategy for the B2B platform.
Tony was super efficient and quickly understood our needs. He helped us better understand our B2B go-to-market.
Alexis Normand
CEO Greenly
👀 The Company: Greenly
Greenly is a pioneering climate-tech solution enabling businesses to track and reduce their carbon footprints. It's one of the Greentech leaders, who star their paid acquisition strategy with Leverage's go-to-market strategies.
🤝 The Challenge: Scaling user acquisition while optimizing cost-efficiency
Greenly set ambitious targets:
◦ Achieve 100,000 downloads by July 2021.
◦ Maintain a Cost Per Install (CPI) of €1-2 for basic downloads and €5-10 for active users funding green projects.
◦ Expand into B2B to target companies integrating carbon tracking into their ecosystems.
To achieve this, we structured a multi-channel, data-driven user acquisition strategy.
💪 Our Approach
1 - Setting KPIs and Acquisition Strategy
Goal-Oriented Roadmap We established clear KPIs:
CPI and CPA targets.
Event tracking (downloads, banking connections, project funding).
Leveraging tools like Google Analytics, Firebase, and Google Data Studio, we ensured real-time performance monitoring.
Precision Targeting for Core Segments We crafted personas based on Greenly's ICP:
Individuals using cashback apps like Naturalia, Ilek, Cityscoot, Recommerce.
Communities integrating banking tools like Joko, Linxo.
Our look-a-like audiences strategy on Facebook ensured high relevance and engagement, while Google Ads audience layering refined contextual targeting.
2 - Launching and Optimizing Campaigns
Multi-Platform Setup
Google Ads: Keyword optimization and A/B testing across search/display campaigns.
Facebook/Instagram Ads: Leveraged pixel data for custom audiences and retargeting.
Apple Search Ads: Started with basic campaigns and iterated with Advanced configurations for high-intent keywords.
Iterative Optimization Campaigns were monitored daily for:
Audience adjustments and keyword expansions.
Budget reallocation based on ROI analysis.
Continuous ad creative testing for click-through rate (CTR) improvements.
Performance Reporting We built a custom Google Data Studio dashboard for real-time insights, enabling swift decision-making.
3 - Entering the B2B Market
Targeting Enterprise Clients We devised a campaign to position Greenly as the go-to B2B solution for companies seeking to embed carbon tracking tools. Focus industries:
Financial services.
E-commerce and marketplaces.
Lite ABM Strategy
Focused on 30 key accounts, deploying LinkedIn ads and email outreach campaigns.
Messaging highlighted integrations and ROI for companies implementing Greenly.
💰 The Results
+15,000 app downloads, surpassing the target by 15%.
Maintained a CPI of €1.9/download and €7.8/user connecting their banking accounts or funding projects.
30% increase in funding green projects driven by personalized in-app messaging campaigns.
In the B2B space: 15% MoM growth, with 12 high-value accounts onboarded.
🍦 To Conclude
Through a combination of precise targeting, relentless optimization, and multi-channel strategies, we successfully scaled Greenly’s acquisition funnel while staying within cost-efficiency targets. This enabled Greenly to solidify its position as a leader in climate-tech for both individual and enterprise users. 🚀
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