Capitalizing on seasonality to double Aesthetic Kit’s revenue.
A 17% increase in downloads and a 30% increase in revenue for a new app concept on the market. How did we do it? Targeting key holidays including Christmas.
The scenario
Aesthetic Kit is an app that allows users to easily customize their home and lock screens. They can choose from a wide range of themes, depth effect wallpapers, live backgrounds, fonts, widgets and more. The app is free to download with premium features (and aesthetics) available via their subscription model.
When this client approached us, Aesthetic Kit boasted an impressive 10 million downloads. Yet they wanted to make a larger impact within the US market, and having worked closely with CMA on other successful projects—they came to us for advice.
17%
Increase in downloads month on month
30%
Increase in revenue during December
2.5x
Increase in revenue on Christmas day
Our approach.
To make a substantial impact on Aesthetic Kit's bottom line, two objectives had to be accomplished.
Objective one: Enhance visibility within the US market. Objective two: Convert new users with a captivating and revamped app storefront. As it was approaching Christmas, it made sense to place seasonality at the heart of our strategy.
To elevate visibility within the US market, a critical metadata update was due. By harnessing the potential of our proprietary data tools, we identified high-volume keywords relevant to the app and the holiday season. And through an in-depth analysis of competitor keyword strategies, we fine-tuned our approach to maximize Aesthetic Kit's visibility.
In parallel, we orchestrated captivating holiday-themed in-app events that showcased the app's top features. Commencing on December 8th, these events garnered immense attention, leading to a remarkable surge in impressions that peaked on the 25th. The combined impact of these initiatives significantly bolstered Aesthetic Kit's presence and contributed to its overall success.
Objective two: Converting the new traffic.
Our design process always begins with a solid creative strategy with improved conversion rate optimization (CRO) as the prize. That means competitor research, audience analysis, and finding a way to sell the app’s features within 6.8 seconds, (the average time spend on any app’s storefront).
We provided a full set of newly designed screenshots that would appeal to the app’s target audience, Generations Alpha and Z. Using a style which utilized bold text, playful pop-up elements, and of course, a Christmas theme. It was of vital importance that the screenshots were aesthetically pleasing for this app— it being the crux of the app’s offering.
Christmas CPPs
Christmas IAE
The results.
Aesthetic Kit experienced significant growth, showcasing impressive results in the month of December when compared to November 2022. Notably, there was a 17% surge in downloads, and a remarkable 30% boost in revenue.
On Christmas Day, the app witnessed extraordinary performance, surpassing the daily average figures from November 2022. Downloads skyrocketed by a staggering 2.5x, while impressions experienced a remarkable 1.5x increase. This outstanding achievement can be attributed to the incorporation of captivating Christmas-specific designs, which played a pivotal role in driving installations. To further capitalize on this momentum, we ensured the app was appropriately indexed for seasonal and high-volume keywords, optimizing its organic ranking before the festive period commenced.
Leveraging the app's heightened visibility, we curated an engaging in-app event, making the most of the exposure gained. By effectively capitalizing on our key selling points, we not only attained increased visibility for Aesthetic Kit but also witnessed a remarkable 2.5x surge in revenue on Christmas Day.
The combined efforts of strategic optimizations, captivating designs, and engaging in-app events propelled Aesthetic Kit to unprecedented growth, solidifying its position as a prominent player in the market.