Penda (Social)

Penda (Social)

Social Media Marketing Social Media Marketing
285 App installs
78% Decrease in CPA


Penda is an Australian app designed to provide financial, legal and safety information and advice for women involved in domestic and family violence (DFV) situations. Its aim is to provide app users with essential information and help them connect to the appropriate legal & government services. Penda has been made for women experiencing DVF in intimate relationships, although those not in DFV relationships may still find the information helpful.


Our core objective for Penda was:

  • Get as many app installs as possible
  • Achieve this goal with the lowest possible CPA.

The challenging part? We had just 2 months to make it happen.


Achieving success meant we would need to carefully track CPA and drive this as low as possible. So we decided to trial AdWords and Facebook simultaneously for the first few weeks, and then compare the results.

This led us to an interesting discovery: We found Facebook performed better than AdWords in this instance. So we switched off AdWords and focused on Facebook for the remainder of the campaign.

We also tried various approaches to audience targeting to find the best fit, including:

  • A generic female/income/demographic audience
  • A domestic violence behaviour/interest approach.

By split-testing across operating systems as well, we were able to quickly identify the best channel/targeting combinations. For example, we found that a generic audience on iTunes and a DVF-specific audience on Google Play performed extremely well in month 1, so we put more budget towards these streams in month 2.


During the campaign period, we decreased Penda’s CPA by 78% and achieved 285 app installs with a small media spend. Off the back of this success, Penda extended their engagement with us for an additional 3 months.

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