Mobile events discover app Stash was looking to grow it's user base and needed an effective strategy to encourage downloads. Using a variety of methods I worked with the team to achieve 50k downloads in 90 days.

 

1. Paid Social Ads - Using Facebok's new "direct download ads" we were able to reach a targeted audience in NYC. A variety of creative sets were used to be most relevant to who we were targeting. At the peak of the campaign we were getting new users in the New York area at around $1.50 a piece. 

 

2. Social Sharing - Working we the development team we enabled social sharing by making it easy to post Stash content to all of the major platforms including Instagram which was very innovative at the time. These social shares exposed Stash to our users personal networks and drove acquisition. 

 

3. App Store SEO - By loading our app's description with NYC-related keywords we were able to gain a very high position when someone searched "NYC" in Apple's Appstore leading to organic discovery and downloads

 

4. Reviews -  Using notifications within our app and simply asking our users, we were able to achieve a very high rating which ultimately increased our visibility and ranking in the appstore.

 

5. Email - Using weekly emails we were able to continuously drive our users back to the app and remain sticky. It has been rumored that frequent opens and second day opens impact visibility within the appstore. 

 

Through all of these tactics we were able to achieve the 5th spot in the Appstore when a user searched "NYC." All of the components worked together to drive the cost of acquisition down as we moved forward. Starting with a paid media investment we were able to gradually develop organic acquisition and big user base in a specific geographic area in only a few months.