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.
we met golferswhere they were.
Golf GPS SwingU gives golfers yardages and scoring on the course. Golf runs on a season, so we built the whole plan around the calendar, and around the things golfers already follow.
a seasonal app, a short window
three moves for the season
Timed the push to the season.
Budget and effort went in when golfers were actually playing, instead of spreading evenly across the year.
Targeted what golfers already follow.
On Meta, we went after people interested in sporting goods and people following the big golf tournaments. Apple Search Ads covered people searching directly.
Got the store listing and funnel ready.
Store listing work and funnel fixes meant the extra traffic converted, and organic installs grew even faster than total installs.
spend followed the season
three things I still use
Seasonal apps should plan spend around the calendar, not the month-end.
Target what your users already follow and buy, not just who they are.
Paid traffic works harder when the store listing is ready for it.
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Studio Mosaic project, March to August 2019, delivered together with the Studio Mosaic team. Results are from Studio Mosaic's published case study for Golf GPS SwingU.