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Stone Group

Using PPC to save unwanted IT hardware from landfill and create a pipeline of stock for a refurbished technology brand

The Stone Group are a leading supplier of IT solutions to thousands of businesses, with a strong focus on the education and public sectors.  

The UK is one of the worst offenders for generating e-waste and the Stone Group view it as their responsibility to help to minimise the impact e-waste has on the environment.

The Stone 360 app

The Stone 360 app was launched to help businesses to seamlessly enable organisations to arrange collection of their unwanted IT hardware. All items, including laptops, desktops, monitors, printers and servers are then securely wiped of data and either recycled or refurbished.

The refurbished products are then used to provide stock to the Stone Refurb brand for resale to both the B2B and B2C markets.

Driving downloads through PPC

An app can only be successful with an active user base. With this in mind, we decided to focus on generating app installs direct from PPC ads with a mixture of text ads and highly engaging static Display ads and Video ads on YouTube.

This approach allowed us to generate high levels of incredibly cost effective downloads. As a result of strong performance, the budget has regularly increased to drive downloads of the app at scale.

Tailored messaging to drive over 4,000 app installs

Customer research identified that businesses were socially conscious with a desire to recycle their unwanted IT hardware and would be more willing to do this if it was easy to organise and financial incentives were available for future hardware purchases. We focused messaging around these key opportunities along with the clear benefits of recycling for the planet.

  1. Over 4,000 app installs
  2. Cost per Install below £1.50

The downloads of the app have resulted in over 450,000 items of redundant IT hardware being saved from landfill and over 2,000 trees being planted in partnership on behalf of users of the app.
 

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