Reducing acquisition costs and scaling active users for a European Union-funded legal information app in Myanmar, helping more citizens access knowledge of their basic rights.
Lann Pya is a Myanmar-based legal information app, funded by the European Union, focused on improving public understanding of basic rights and the law. The platform aimed to make legal knowledge accessible to ordinary citizens in a country where access to legal information had historically been limited. The challenge was not just growing downloads but building an active, engaged user base that returned to the app regularly.
As Performance Marketing Manager at Nexlabs, I led the full digital growth strategy for Lann Pya. My responsibilities covered campaign diagnostics, audience segmentation, creative strategy, retargeting design, and in-app push notification strategy to drive engagement and retention.
The acquisition phase began with insights-driven optimization, identifying where budget was being wasted and which audience segments were most likely to become active users rather than passive installers. I conducted extensive A/B testing across audience definitions and creative formats, using performance data to progressively narrow spend toward the highest-converting combinations.
For retention and engagement, I segmented the user base by activity level, distinguishing between highly engaged users, occasional users, and lapsed users. Each segment received different messaging through personalized retargeting campaigns: re-engagement sequences for lapsed users featuring relevant legal content updates, and educational push notifications for active users to deepen their engagement with the app's content library.
The campaign approach also had to account for the public interest nature of the product. This was not a commercial app optimizing for revenue. Success was defined by whether people were genuinely using the app to access legal information, which shaped how we defined engagement metrics and what we optimized for.
Cost per app install decreased by 80%. Monthly average active users increased by 400%, meaning the campaign drove not just installs but genuine ongoing engagement with the legal content. For a public interest product funded by the European Union, this represented a meaningful expansion of access to legal knowledge among Myanmar's population.
Working on a public interest product changes how you think about optimization. The goal is not the cheapest install or the highest session count on a dashboard. It is whether the right people are finding and using something that improves their lives. That shift in orientation, from commercial metrics to genuine utility metrics, made this one of the more meaningful campaigns I worked on during my agency years.
It also reinforced that retention strategy is often more important than acquisition strategy. The 400% growth in active users came primarily from getting people who had already installed the app to return and engage, not just from adding new installs to the count.