Have you set up VPP? You can create a smart group and assign the app to the device instead of the user.
Yes i have done that. It pushes out but then asks for an apple ID. Have other non microsoft apps that puch out fine. This is a free app also
They also should be supervised (DEP enrolled) to work best with device based licensing.
Make sure to download the app into purchased and not public. After that, you create an assignment and push the app to different user's devices.