Bukalapak is one of the largest Unicorns and leading online marketplaces in Indonesia. The marketplace allows anyone to open an online store to serve prospective buyers from all over Indonesia. Individual or corporate users can buy and sell all type of products, both new and used. You can buy plastic soldiers worth 100 rupiahs (1 U.S. cent) to gemstones worth 6 billion rupiahs. Bukalapak has partnered with YouAppi to support its global growth and expansion.
Bukalapak wanted to focus on user acquisition with YouAppi to become the leading app in the Shopping category of the app store. A secondary goal of the partnership was to increase the number of transactions coming from the newly acquired users while also keeping customer acquisition cost below the agreed upon goal. Bukalapak’s data shows that Android dominates the market share in Indonesia so the campaign zeroed in on Android users only.
Since 2013, YouAppi has focused on working with the world’s largest shopping apps, which has allowed us to collect vast amounts of audience data across all verticals. The two billion profiles available for finding the right audience dramatically increased the effectiveness of Bukalapak’s ads. Combining the unique audience data, along with fast optimization processes, YouAppi was able to hit Bukalapak’s purchase rate goal within the first week of the campaign. After several successful months of ongoing campaigns, a unique purchase metric was added to the optimization strategy to push for further quality.
YouAppi quickly delivered the initial goal within the first month, hitting a 59% purchase rate from new users. The partnership continued to thrive throughout the length of the campaign as YouAppi delivered higher and higher purchase rates. By May 2018, Bukalapak saw a 205% purchase rate and a 14% unique purchase rate from the users acquired in the campaign. Combine the high purchase rates with a lowered customer acquisition cost, the partnership has been a huge success for both parties. Still, YouAppi continues to drive high-quality acquisition of new users at the lowest possible price for Bukalapak.