The leading online literature platform in China, creator of Webnovel
China Literature Limited operates a leading online literature platform in China, and is listed on the Hong Kong Stock Exchange. With more than 8.9 million writers and 13.4 million online literary works, the platform enjoys an unparalleled popularity — 233.4 million monthly active users on average throughout the first half of 2020.
China Literature expanded into English-language content with its Webnovel service, available for both iOS and Android. Featured in the Books category in over 80 countries, Webnovel’s popularity demands a sophisticated and scalable approach to user acquisition — including both campaign management and creative production.
To achieve their goals and scale their user acquisition, China Literature needed to optimize both its creative and campaign management strategies. In terms of ad creative, the main challenge was to understand what makes certain creative assets more successful than others, how to replicate success and how to conduct efficient creative management. The second challenge was to create a scalable strategy of user acquisition and remove friction all throughout the user acquisition cycle.
China Literature uses the Bidalgo platform to optimize each part of their user acquisition process.
It begins with the Bidalgo Creative Center. This suite of creative tools helps analyze ad creative across campaigns and channels to find the best concepts and assets. It also enables China Literature to iterate on winning concepts with ease. From Bidalgo, China Literature received dozens of data-driven iterations, which were generated based on historical data and performance potential.
With the Bidalgo all-in-one campaign analysis and management solution, the China Literature User Acquisition team cut in half the time required for campaign creation and analysis . The team also manages their creative more efficiently by making bulk changes across all ads that include a specific creative asset, updating campaigns with Bidalgo-generated creative, and optimizing the ad types each audience receives based on the creative-level analysis.
52% increase in CTR
53% decrease in Cost Per Install
50% increase in Return on Ad Spend