Blackberry was seeking to roll out its cross-platform Blackberry Messenger (BBM) application for IOS / ANDROID users simultaneously in Argentina, Colombia, and Mexico.
BBM needed to attain booming growth to stop its market share from eroding and enable Blackberry device users to keep in touch with contacts using other smartphone brands.
Quiroga recommended launching a completely mobile campaign geared toward applications with a large volume of users per market as a way to boost branding, and a cost per click (CPC) and cost per download (CPD) mobile campaign that was continuously optimized on the basis of converted user navigation patterns. Digital experts at Quiroga worked to optimize the budget for each platform toward the lowest cost possible.
Quiroga made downloads available at a cost that was 22% lower than the estimated cost per download to clients. Blackberry Messenger came to 29% more users as a result of the digital optimization carried out by Quiroga.