Driving app growth and engagement

We implemented a tailored strategy for Maes Energy, combining B2B and B2C campaigns, app store optimization, and offline promotions to drive app downloads and enhance user engagement. By integrating online and offline efforts, we created a seamless growth journey for their app users.

€1,6

Cost per download

-35%

Churn rate

+57%

App conversion rate

Introduction

Maes Energy, one of Belgium’s largest independent mobility companies with a vast network of filling stations and charging points, sought to enhance the growth and engagement of their app. With a focus on increasing user acquisition and boosting app engagement, we implemented a comprehensive strategy that combined B2B and B2C campaigns, app store optimization, and personalized conversion loops. The result was a seamless integration of online and offline efforts, driving significant app growth and engagement.

Meet our client, Maes

Our approach

To achieve Maes Energy’s app growth goals, we developed a multi-channel strategy that addressed both B2B and B2C audiences while optimizing user acquisition and retention.

For B2B, we launched an account-based marketing (ABM) campaign focused on attracting small businesses and startups (1-10 fuel cards). This campaign seamlessly transitioned between online and offline touchpoints, ensuring leads were generated at the right cost and nurtured through the sales funnel.

On the B2C front, we rolled out a large-scale app campaign aimed at achieving 30,000-50,000 downloads among individual users. Leveraging paid media platforms like SEA, Google, and Meta, we targeted specific user segments with personalized ad creatives to drive downloads and engagement.

To maximize visibility and engagement, we conducted comprehensive app store optimization (ASO), refining keywords, images, and app descriptions to improve discoverability and appeal. This ensured that the app ranked higher in searches and resonated with potential users.

Additionally, we integrated an offline campaign within Maes Energy’s gas stations, using in-store promotions to encourage app downloads. By tracking these downloads, we were able to target these customers for further engagement and retention efforts.

Conclusion

Our tailored approach delivered outstanding results for Maes Energy, driving significant app growth and user engagement. By integrating online and offline strategies, we created a cohesive customer journey that improved acquisition while reducing churn. The optimized campaigns and ASO efforts ensured the app reached the right audience, ultimately strengthening Maes Energy’s position as a leader in mobility solutions across Belgium and the Benelux.

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