Driving 1.2MM Amazon MX Player installs through integrated media
A campaign case study on using multiple Amazon-owned and paid surfaces to move audiences from awareness into app installation.
Drove 1.2MM installs in three months through an integrated acquisition programme.
Acquisition works better when media, proposition and product destination are designed as one journey.
This case is written to show the problem, reasoning, operating choices and measurement logic behind the work. The objective is to make the decisions visible, not turn one outcome into a generic success story.
What was actually stuck?
The acquisition challenge was to convert attention into a measurable app action without treating every media placement as an isolated campaign.
What did the evidence suggest?
The campaign needed consistent proposition and creative logic across surfaces, while the measurement system had to connect exposure to the install outcome.
From diagnosis to intervention.
Coordinated display and video inventory across relevant Amazon surfaces.
Used Prime Video partnership display and midroll inventory as part of the media mix.
Adapted creative formats to placement context rather than simply resizing one master asset.
Monitored response by placement and creative to inform optimisation.
Kept the destination experience aligned with the promise made in the acquisition creative.
What should move if the strategy is working?
What changed?
1.2MM installs in three months.
Principles, not playbooks.
Media efficiency is partly a creative and product-destination problem.
The unit of optimisation should be the customer journey, not the ad format.