Case Study

Lullify : Nursery Rhymes

How Get To Revenue Boosted Lullify’s Downloads by 150%
Through Targeted App Store, Facebook, and Native Ads Campaigns

Get To Revenue helped Lullify, a baby sleep app, develop new acquisition channels, optimize app store visibility, and create targeted marketing strategies.

The mission

Lullify is a mobile app designed to help parents put their baby to sleep by playing soothing lullabies. The app offers a variety of sounds and lullabies to promote better sleep for infants, helping parents manage bedtime routines with ease.

Challenges: Despite the app’s potential, Lullify was struggling to attract new users and increase downloads. They needed to build awareness among new parents and optimize their app store presence and marketing channels to boost engagement and app installs.

The work

Over three months, Get To Revenue implemented a tailored marketing strategy that significantly increased Lullify’s app downloads and visibility.

In Month 1, targeted ad campaigns and app store optimization set the foundation for success.

By Month 2, campaigns were optimized for better performance, while Month 3 saw scaling and expansion of the best-performing channels.

With a 150% increase in app downloads and a 200% growth in app store traffic, Lullify is now well-positioned for continued growth and success, helping parents soothe their babies to sleep more easily.

Conclusion

Get To Revenue’s strategic approach, combining new parent prospecting, App Store optimization, AdWords campaigns, Facebook and Instagram marketing, and native ads with Outbrain, allowed Lullify to expand its user base and significantly increase app downloads. By focusing on engaging parents through multiple channels, Lullify delivered a seamless experience that helped more parents soothe their babies to sleep.

Ongoing Partnership: Lullify continues to work with Get To Revenue to optimize its marketing efforts and drive sustained growth in app downloads and user engagement.

150%

Increase in App Downloads

10K

Instagram Influencer Engagements in the first month

200%

Increase in App Store Traffic

28%

Decrease in Cost-Per-Install (CPI)

Channels

Onboarding Process

First Online Meeting: Get To Revenue worked closely with Lullify to understand their goals, including increasing app downloads, improving app store visibility, and running successful ad campaigns targeting new parents.
Discover Package Recommendation: The Discover package was recommended to develop a multi-channel strategy to drive app downloads, increase app store traffic, and optimize ad spend.
Roadmap Development: Get To Revenue built a three-month roadmap to target new parents using:
- New Parent Prospecting Channels: Engaging parents of newborns and toddlers through tailored campaigns.
- App Store Campaign: Optimizing Lullify’s app store listing for better visibility and keyword rankings.
- AdWords App Install Campaign: Driving app installs through Google AdWords campaigns.
- Facebook and Instagram Campaigns: Running social media campaigns to reach parents with engaging visuals and messaging.
- Native Ads Campaign with Outbrain: Using native advertising on parenting-related websites via Outbrain to increase app visibility.

First Month: Roadmap Implementation

New Parent Prospecting Channels:
- Created channels to target new parents through social media and forums, developing tailored messaging to reach first-time parents.
App Store Optimization (ASO) Campaign:
- Improved Lullify’s app store listing by refining the app description, optimizing keywords like “baby sleep” and “lullabies,” and updating visuals for better engagement.
AdWords App Install Campaigns:
- Launched app-install campaigns on Google AdWords, targeting parents searching for baby sleep solutions and optimizing to lower cost-per-install (CPI).
Facebook and Instagram Campaigns:
- Ran ads on Facebook and Instagram showcasing how Lullify helps babies sleep, targeting parents of newborns and toddlers. These campaigns featured testimonials and visuals of happy, sleeping babies.
Native Ads with Outbrain:
- Launched native ads through Outbrain to reach parents on parenting and family websites, driving traffic to the Lullify app store page.

Second and Third Months: Campaign Optimization and Scaling

During the second and third months, Get To Revenue focused on refining and scaling the most successful strategies to continue driving app downloads and engagement:

Prospecting and Ad Campaign Scaling:
- Refined targeting to focus on parents with babies under one year old, using data-driven insights from early campaigns to adjust messaging. Scaled up high-performing Facebook and Instagram ads, increasing the budget for campaigns with the most conversions.
App Store and AdWords Optimization:
- Further optimized Lullify’s app store listing by analyzing keyword performance and refining visuals and descriptions. Continued improving the AdWords app install campaign, focusing on high-intent search terms like “baby sleep aid” and “lullabies for babies.” Retargeting ads were introduced to capture users who visited the app store but did not install the app.
Facebook and Instagram Campaign Adjustments:
- A/B tested various ad formats, including video ads, carousel ads, and user testimonials, focusing on the most engaging content. Expanded targeting to reach more parents and scaled ads based on engagement data.
Outbrain Native Ads Optimization and Expansion:
- Continued optimizing Outbrain native ads with improved headlines, visuals, and placements. Expanded native ads to additional parenting and family-oriented websites to reach a broader audience and increase downloads.

Results

Key Metrics:

150% Increase in App Downloads: The multi-channel strategy led to a 150% increase in app downloads within three months.
200% Increase in App Store Traffic: App Store Optimization and targeted ad campaigns resulted in a 200% boost in app store traffic.
30% Decrease in Cost-Per-Install (CPI): Ongoing optimization of AdWords and Facebook campaigns led to a reduction in CPI, improving cost-efficiency.
High Engagement from Native Ads: Outbrain native ads drove high engagement on parenting websites, generating consistent app downloads.

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