7 tips to scale your app

1. WHAT IT TAKES TO MAKE A CHART-TOPPING APP FOR
QUARANTINE AND BEYOND:
HOW CALM & HEADSPACE ARE LEVERAGING LOCKDOWN
for GROWTH
Learn how these two businesses made users love them,
and how you can do the same.

2. Physical & mental health has become
high priority for people globally. People
are searching for healthy fixes for worry
and isolation.

3. Meditation and wellness apps have
a willing audience.
BUT HOW DO YOU GET THEIR
ATTENTION?

4. CASE STUDY:
CALM & HEADSPACE
These two businesses have pulled
miles ahead of the competition.
What are they doing differently?

5. THE 7 SECRETS
OF THEIR SUCCESS

6. 01.
MEMORABLE BRAND NAME
7 out of 10 top-apps have short, easy to
remember names.
Stay top-of-mind by shortening your
brand to a bite-size, memorable
nickname

7. 02.
DIVERSIFIED GEO
TARGETING
*ARPU is calculated using Total app revenue and Number of
downloads in Health&Fitness category. Data are provided by
AppsFlyer through https://marketfinder.thinkwithgoogle.com/
We analyzed the top 55 markets according
to MarketFinder for scaling your app in
Health&Fitness category.
We filtered them by GDP per Сapita
(>8K USD) and ranked them by ARPU in USD
to identify the 30 most promising markets
for your wellness and meditation business.
MEET THE TOP 30 MARKETS BY ARPU
TO SCALE YOUR APP
WANT TO KNOW MORE, REPLY TO THIS
EMAIL AND WE WILL SHARE THE ACCESS
TO RAW DATA

8. 03.
STRONG ASO STRATEGY WITH
LOCALIZATION
Users want a personal experience.
A diversified ASO strategy is your key to
giving them it.
To grow customers in new markets, you
need:
Localization of the app metadata
▪ Users should see an app that feels
as specific to them as possible
Culturally and locally relevant content
▪ The daily needs and concerns of a
user in Chicago is different than
those of a user in Spain. Meet them
both.
Culturally aware interface
▪ Users want to see people who look
like them. They want a UX where
they feel at home.

9. 04.
AGGRESSIVE CUSTOMERS
ACQUISITION WITH FOCUS ON
CPA, NOT CPI
Successful companies scale with:
Localization of creatives
Different concepts and variations
Different ad types
Testing different target locations
Testing different advertising platforms

10. 05.
INFLUENCER MARKETING
CALM partners with celebrities &
influencers for promotion and
unique content creation.
Partnerships with social media
rising stars give startups and SMBs
a window for effective influencer
marketing.

11. 06.
ACTS, NOT ADS
CALM & HEADSPACE invest
in initiatives that build organic
interest and provide PR
opportunities:
Sleep Stories podcast;
Partnership with NYC governor to
provide free online meditation;
GDPR & AI fairy tales.

12. 07.
HIGH-VALUE, COMMUNITY-BUILDING
SOCIAL MEDIA CONTENT ANALYSIS
CHANNELS:
Webinars on finding
peace, healthy
mental habits,
meditation
Branded photos
with inspirational
sayings
Dynamic,
resource-packed
blog
Community building:
group meditation live
stream, daily gratitude
challenges
YouTube: Daily Calm
videos
Guided live
meditations
Frequency of posts:
daily

13. 07.
HIGH-VALUE,COMMUNITY-BUILDING
SOCIAL MEDIA CONTENT (EXAMPLES)

14. THE 7 SECRETS FOR DIGITAL
MARKETING SUCCESS
Short, memorable brand name
01.
Clear geographical scalability strategy that focus on
revenue, not just installs
02.
ASO localization to catch growing organic demand
03.
Aggressive and diversified paid acquisition with strong
focus on Social Networks
04.

15. THE 7 SECRETS FOR DIGITAL
MARKETING SUCCESS
Influencers marketing, as key to building top-of-mind
brand
05.
Social Media Marketing as core tool for building
community, sharing values & credibility
06.
Communications & PR for awareness & trust
07.

16. WHAT’S
OUR OFFER?
FREE COVID-19 MEDITATION SET
FOR QUARANTINE &
7 DAY FREE TRIAL:
YOU HELP OUT YOUR
CUSTOMERS AND THEY PAY YOU
BACK WITH LOYALTY

17. WHAT’S THE
BENEFIT FOR YOU?
BUILDING
YOUR BRAND
USER BASE GROWTH
(IMPACT)
LOWER ACQUISITION
COST

18. CAMPAIGN
ARCHITECTURE
Scalability strategy + ASO with localization
[ optimization of the app pages in store for the most
promising GEO and keywords ]
01.
PPC
[ Video ads with COVID-19 related offer + acquisition campaigns
in FB, IG and YT, UAC and Apple search, Google paid search +
additional channels like Instagram, TikTok and Snap]
02.
Influencers + Social Media Marketing
[ Covid-19 wellness challenge supported by influencers and
actively promoted in own social media ]
03.

19. MEDIA
CHANNELS
60% 10% 10% 20%
A wide range of targeting
combinations and different settings
like bidding strategies or placements
available. Allowing to target specific
audiences, scale and optimize
advertising activities fast. Main
platforms for app advertising.
Both keywords targeting and
targeting combinations including
interests, demographics etc.
available. Another pretty good
platform with variety of settings to
scale and optimize app advertising
fast.
A plenty of different targeting
combinations is available
(keywords, interests,
demographics etc.). Huge and fast
audience reach. Available
different ad formats. Easy for
scaling.
Variety of different targeting
options based on interests,
categories, demographics etc. Huge
targeting audience available. Easy
for scaling your app advertising
activities.
▪ wide range of targeting combinations
▪ good advertising algorithms
▪ easy for scaling
▪ good opportunity for education
targeting
▪ keywords based targeting
▪ both search & display networks
▪ easy for scaling
▪ relevant for both TAs
▪ plenty of different targeting
combinations
▪ skippable and non-skippable ad
formats
▪ easy for scaling
▪ good for product promotion
▪ variety of different settings and
targeting combinations
▪ huge targeting audience reach
possibility
▪ pretty high engagement and
response rate

20. S.C.O.P.E
MODEL
SETUP
▪ Competitors analysis
▪ Digital marketing strategy
development (including creative
idea and execution)
▪ Ad accounts setup
▪ Campaigns setup
▪ Landing page development
▪ Creatives production
▪ Test plan
CONTROL
▪ Daily maintenance
▪ Daily results analysis
▪ Bids controlling
▪ Spends controlling
▪ Results controlling
OPTIMIZATION
▪ A/B testing
▪ Creatives testing
▪ Biddings testing
▪ Settings testing
▪ Targetings testing
EVALUATION
▪ Daily reporting (internal)
▪ Weekly reporting
PRODUCTIVITY
▪ Decreasing CPL
▪ Decreasing CPC
▪ Decreasing CAC
▪ Scaling campaigns
▪ Increasing CTR
▪ Increasing CR
E
S
C O
P

21. DATA ADDICTED
RESULTS ORIENTED
YOUR PERFECT
DDMT

22. 42DM A DEDICATED DIGITAL MARKETING TEAM (DDMT)
FOR TECH COMPANIES AND STARTUPS
150
MORE THAN
SUCCESSFUL PROJECTS
2015
FOUNDED IN
BY DIGITAL MARKETING GEEKS
30
TEAM OF
PROFESSIONALS

23. KEY SERVICES
DIGITAL
MARKETING STRATEGY
PERFORMANCE
MARKETING
(PPC & ANALYTICS)
INBOUND & CONTENT
MARKETING SEO & LINKBUILDING
WEB DESIGN SMM
MARKETING
AUTOMATION & EMAIL
MARKETING CONTENT CREATION

24. WE ARE RECOGNIZED
BY LEADING PARTNERS

25. VERTICALS SUCCESS PROJECTS
16 19 20
7 16 7
20 5 23
B2B
CONSULTING SaaS FINTECH
HEALTHCARE
MOBILE
APPS SECURITY
MARKETPLACES
REAL
ESTATE BLOCKCHAIN

26. RECOMMENDED BY CLIENTS
Did a fantastic job and completed all the
tasks on schedule.
We will use this team again.
“I love how you guys studied competitors
and the metrics you used to appraise
them.
I also respect the way you pay close
attention to details in general and
specifically the way you brokedown steps
so clearly e.g. with the steps to approach
keywords in Arabic with supported
screenshots.”
“As an online education service, we not
only needed to gain customer attention,
but we also had to build trust quickly.
42DM assisted us in SMM and influencers
marketing, achieving great results, and
with a level of professionalism that can't
be described by any word other than
excellent.”
Jonathan S, Founder
US, Duck hunting app
Salman Alsalman
Saudi Arabia, Home services app
Oleg Oksyuk, CEO
Russia, Online Education App

27. EMAIL [ sales@42dm.net ]
OR DM US [ https://42dm.net/ ]
TO START YOUR
NEW CAMPAIGN!
BOOK YOUR CONSULTATION

28. THANK YOU!