Overcoming Complexity to Build Category Awareness

Despite its global standing, AppsFlyer faced a specific hurdle in the Southeast Asian market: complexity. The concept of “mobile attribution” was technical and often misunderstood. AppsFlyer needed to raise its brand profile in key markets like Singapore and Indonesia, but more importantly, they needed to educate the market. They had to differentiate themselves from competitors in a crowded ad-tech space and transition their perception from a backend tool to a strategic business intelligence partner.

Data-Led Storytelling to Bridge the Knowledge Gap

We recognized that in the ad-tech sector, opinions are cheap, but data is currency. To shift AppsFlyer from a participant to a leader, we developed a strategy anchored in “Data-Led Storytelling.”

• Identifying the Hunger for Insight: We realized that regional tech and business media were starving for hard numbers regarding mobile usage trends, app retention rates, and ad fraud statistics in Southeast Asia.
• Mapping Assets to Narratives: We utilized AppsFlyer’s proprietary industry reports (such as the State of App Marketing) as our primary engine. We moved beyond product feature pitches and instead crafted narratives around the implications of this data for CMOs and business leaders.
• Sustained Activation: We executed a rigorous pitching schedule, offering exclusive data cuts to top-tier business and marketing titles. By positioning AppsFlyer executives not just as spokespeople, but as data analysts who could interpret market shifts, we secured sustained engagement with key publications like Marketing in Asia, Tech in Asia, and Marketing Interactive.

Measurable Results: Dominant Share of Voice and Industry Recognition

The campaign successfully established AppsFlyer as the undisputed reference point for mobile analytics in the region.

• Dominant Media Volume: Secured 500+ pieces of coverage and 80+ media interviews over the course of the engagement, turning AppsFlyer into a ubiquity in ad-tech news.
• Sustained Share of Voice: Achieved and maintained the highest share of voice (SOV) against key competitors consistently across a four-year period.
• Industry Recognition: The heightened brand visibility and educational approach contributed to AppsFlyer being a nominated finalist in The Drum’s Digital Trading Awards APAC for “Best Attribution Solution.”

Key Takeaway: Value Over Noise: Winning with Proprietary Data

To build a technical category like mobile attribution, you must simplify the narrative through value. Leveraging proprietary data allows you to stop selling a product and start solving a knowledge gap. This approach earns trust with tier-1 media and positions a brand as an indisputable industry leader.