Omio Drives Global Customer Growth with Cost Effective In-App User Acquisition
Challenge
Omio, a leading global travel booking app, partnered with Edge226 to expand its user acquisition efforts across multiple markets. The campaign spanned 18 countries, each with varying levels of competitiveness and cost efficiency. Omio’s goal was to drive scalable user acquisition while maintaining cost efficiency and a strong return on investment. The challenge lay in balancing efficiency with scale, optimizing creative performance, and determining the right budget allocation across diverse geographies.
Solution
Working closely with Omio, Edge226 launched an in-app user acquisition campaign designed to maximize ROI across international markets. The effort began in Italy as a test market to validate strategy and performance before expanding further. As results improved, additional countries were added, broadening the campaign’s global reach to a total of 18 countries. Together, the teams ran creative testing and optimization to identify the most effective assets and improve acquisition efficiency. Market performance was segmented into tiers: high-efficiency regions (France, Spain, Portugal, South Korea, UK), mid-tier markets (Brazil, Italy, Turkey), and optimization targets (USA, Canada, Australia). Budgets were weighted toward high-efficiency markets, while moderate performers received steady investment to maintain growth. Underperforming regions were allocated smaller test budgets, allowing for refinement and future re-entry strategies. Retargeting, ongoing creative iteration, and real-time adjustments further boosted conversion rates and campaign stability.
Edge226 helped us navigate multiple markets with a smart, structured approach. Their ability to adapt strategies by region made it possible for us to scale quickly and sustainably.
Results
The campaign delivered strong results across multiple global markets. Omio acquired more than 2,300 new customers across 18 countries, achieving a blended CAC that was 12% lower than target. High-efficiency markets such as France and Spain delivered CACs well below the overall average, while South Korea emerged as both a high-volume and cost-effective region. In contrast, North American markets showed higher CACs, indicating areas for long-term optimization. Continuous in-app creative testing helped refine strategies, allocate budget toward best-performing regions, and drive sustainable growth at scale.
