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PicPay's main objective was to attract new users to its platform and achieve top conversions. This means payment transactions or the movement of money in the wallet. The challenge here was to work with a market-leading application known to almost all Brazilians.
Rocket Lab's Solution
Rocket Lab created a user acquisition campaign. The client wanted to understand the entire purchase strategy, minimize the volume of impressions and clicks, know where each ad would be served, and have all the campaign information in one place.
Rocket Lab opted for a dynamic CPM purchasing model optimized for PicPay's CPA Goal. Now, Rocket Lab is positioned as a transaction hub for PicPay, offering full traffic transparency and a competitive eCPA.
Campaign results
It was possible to increase the conversion rate from clicks to installs by 214% from September to December with total impression tracking. Regarding PicPay's main objective, there was a 48% increase in key events in 3 months, with more than 10 premium sources connected. The results were constantly validated by MMP tools (P360) and internal checks that proved the validity of the first purchases.
"Our goal was to get top conversions by having all campaign information in one place. Together with Rocket Lab, we managed to do this. They have always delivered 100% transparent traffic with publisher name visibility, comprehensive impression tracking, and complete reporting of all activities consolidated in one place."
Aline Velha, Head of Growth Marketing - Acquisition, Media & Performance.
