This work happened during my time at Studio Mosaic, together with the Studio Mosaic team. The strategy, what we learned and the results came from that collaboration: my thinking and the team's knowledge and work, side by side.
the best adswere in the reviews.
Namah is a Hindu devotional app and community. It was free, so the job was reach, sign-ups and people coming back. Some of our best ideas came straight from what users were already saying about it.
a free app, a lot to prove
three things that worked
Found the audience far from home.
Families living outside India, especially in the US, wanted a way to stay connected to their faith and culture. That made the US a big market for a devotional app.
Turned reviews into ads.
We read what users wrote in their reviews and used their own words as hooks and ad ideas. Creative did a lot of the heavy lifting here.
Ran installs and sign-ups side by side.
Install and registration campaigns ran together on Meta and Google, and push notifications brought people back into the app.
from a review to an ad
Go through what users actually wrote in their reviews.
Note the phrases and feelings that come up again and again.
Turn those words into ad hooks and concepts.
Run them on Meta and Google, keep what works.
Users describe an app in words that marketers rarely think of. Using their language made the ads feel familiar to the next person who saw them.
We pushed back, politely.
Frequent product changes and shifting timelines kept resetting the campaigns. Protecting that stability, even when it meant saying no to the founder, was part of making the ads work.
We had over 250,000 downloads in 6 months, 75% engagement rate.Stavros Tsibiridis, Founder, Namah · from his review of Studio Mosaic on Clutch
three things I still use
Your users have already written your best hooks. Read the reviews.
Campaigns need a stable product to learn. Say so, even to the founder.
Heritage and faith apps often find their biggest audience far from home.
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Studio Mosaic project, 2022, delivered together with the Studio Mosaic team. Downloads and engagement are from the founder's public review of Studio Mosaic on Clutch.