Re-Engage With Lapsed Coloring App Users!

Reactivation Campaign

Reactivating your mobile user base is a key strategy to maintaining the longevity of your app. Using mobile programmatic media, you can target previous users of your app to do a specific action or become active app users again. Whether these users haven’t opened their app in a given period or have uninstalled the app, the goal is to re-engage these previously active users.

Segmentation Strategy

Audience segments are one of the most important pillars in retargeting campaigns. User segments based on historical behavior, such as spend and days lapsed, are used to inform ad messaging to retarget users. The creative ads are tailored to targeted segments. Each intersection list is a Targeting Group with a corresponding Creative Group.

In a Coloring app, you could tier your audience segments based on activity level and last open. We'll work with you to create an ad strategy that is optimized for high engagement.



The Challenge

The app publisher needed a retargeting partner to reach users who have stopped engaging their Coloring app. Additional requirements included: support for multiple ad formats, global market scale, various devices for ad display, and creative personalization.

Performance Results


Decrease in Cost-Per-Reactivation 


Increase in
Install Rate


Increase in Click
Through Rate

Creative Iterations

Display Ad

Native Ad

Key Takeaways

One factor that could be attributed to the success of a reactivation campaign is the engaging design of the ad creative. Personalizing the message adds relevance to an ad. You can read more on how to use ad personalization to benefit your next campaign here.

After testing multiple ad formats, video ads have come out on top when it comes to promoting a coloring app. It produced the lowest cost per install (CPI) out of the three ad formats that were applied after six weeks. Though, sticking to just one ad format isn’t always the answer. Based on the results of the campaign, display ads generated the most return on investment (ROI), producing 7.48% compared to other ad formats.

Benefits of Engaging Lapsed Users

Group 13

Drive more

Retention Icon

Boost retention

value users icon

Gain more high
lifetime value users

Did You Know?

Increase year-over-year on the time spent on entertainment apps in 2018

Downloads for the top five Coloring book apps combined in 2018

Generated revenue for the top five Coloring book apps combined in 2018

Group 248


About Aarki

Aarki helps companies grow and re-engage their mobile users, using machine learning (AI), big data, and engaging creative. We strive to deliver performance at scale across different marketing objectives to meet the target return on investment.

Stronger-ROI (1)

Our data offer deep insights into user intent and usage habits. To drive performance, we activate our data assets through proprietary machine learning algorithms and engage users in real time with personalized creative.


For more information, please visit or follow us on Twitter: @aarkimobile.


Ready to show your valuable users what they’re missing out?