After four years on the market, our app had reached the maturity phase. Growth was steady but we knew it was time to evolve. Our goal was to reposition the product to attract a younger audience, particularly Gen Z users, without alienating our existing base.
The Challenge
As our core audience aged with the product, the brand risked losing relevance among new, younger users entering the category. We needed a fresh creative direction and a strategic user acquisition plan to drive sustainable growth.
Our Approach
1. Creative Refresh
To appeal to Gen Z, we designed bold new banners and short-form videos with a youthful, energetic tone. Every creative asset emphasized a clear call to action: “Install Now.”
These creatives reflected Gen Z’s preference for authenticity and fast-paced visuals, blending playful messaging with an intuitive sense of urgency.
2. Apple Search Ads & Custom Product Pages
Recognizing Apple Search Ads (ASA) as a high-quality channel for acquiring iOS users with strong retention, we leaned in heavily.
We launched a Custom Product Page (CPP) on the App Store, tailored with dynamic visuals and messaging designed to resonate with younger audiences. This not only improved relevance but also elevated conversion rates directly from search results.
3. Multi-Channel UA Strategy
While Apple Search Ads targeted iOS growth, we balanced our acquisition strategy across platforms:
- Apple Search Ads (ASA): Used CPPs to deliver Gen Z–focused messaging and creatives.
- Google UAC: Leveraged for Android growth, optimized around a target CPA (tCPA) model with bids focused on the Register in-app event.
By refining creative performance and focusing bids on key conversion signals, we ensured every dollar was working efficiently across channels.
Execution Highlights
- Apple Search Ads: Implemented innovative Custom Product Pages tailored for Gen Z appeal.
- Google UAC: Optimized campaign delivery and creatives to lower acquisition costs while maintaining scale.
The Results
Apple Search Ads
- +70% increase in paid Share of Voice on brand keywords.
- +50% increase on competitor keywords.
- +9% growth in iOS users versus the previous period.
Google Ads
- +20% increase in Android user acquisition.
- –51% reduction in Cost per New User through creative and bid optimizations.
Key Takeaways
Repositioning an established app requires more than just new visuals, it’s about aligning your creative, targeting, and channel strategy around the evolving needs and preferences of your audience.
By leveraging Apple Search Ads Custom Product Pages and cross-channel optimization, we successfully revitalized our brand for a new generation without compromising performance or efficiency.
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