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 making basic legal rights accessible to ordinary citizens. The challenge was not just installs but building an active user base that returned to the app regularly and actually used its content.
Performance Marketing Manager at Nexlabs: campaign diagnostics, audience segmentation, creative strategy, retargeting design, and in-app push notification strategy for engagement and retention.
Acquisition started with diagnostics: identify where budget was wasted, then A/B test audience definitions and creative formats to progressively narrow spend toward segments most likely to become active users, not passive installers.
For retention I segmented the user base by activity level (highly engaged, occasional, lapsed) and built differentiated messaging for each: re-engagement sequences for lapsed users with content update hooks, educational push notifications for active users to deepen engagement with the legal content library. Success was defined by genuine usage of the app, not install counts.
80% decrease in cost per install. 400% increase in monthly active users. The growth came primarily from re-engaging existing users, not from new installs alone.
Retention strategy is often more valuable than acquisition strategy. The 400% MAU growth came from getting people who had already installed the app to return and use it. Optimizing for that required defining success differently from the start.