2,530+ Weekly App Installs Through Strategic Facebook Campaigns
Case study details
The Challenge
Peptalk Motivation needed scalable, consistent app installs to grow its user base in the motivational app space. They needed to maintain steady install volume over time while keeping acquisition costs efficient.
Our Approach
We built Meta Ads campaigns centered on inspirational video content and testimonial-style creative that aligned with the app's mission of helping users stay motivated.
Creative Strategy
We developed emotionally engaging content that resonated with the target audience:
- Real user success stories: Testimonials from users whose lives improved with the app
- Motivational reels: Inspirational content designed to drive emotional engagement
- Testimonial-style creative: Authentic messaging that matched the app's mission
Video ads were designed to connect with users on an emotional level, making them feel the value of the app before they even downloaded it.
App Event Optimization
We optimized campaigns for App Event tracking using Facebook SDK integration:
- Tracked in-app actions beyond just installs
- Optimized toward high-value users who completed onboarding
- Focused budget on users most likely to become engaged app users
This approach prioritized quality over pure install volume.
Audience Strategy
We layered multiple targeting methods:
- Interest-based targeting: Personal development, fitness, self-improvement, motivation, mental health, goal setting
- Lookalike audiences: Built from engaged users who actively used the app
Retargeting Sequences
We implemented retargeting to capture users at different stages:
- Users who clicked ads but didn't install
- Users who installed but didn't open the app
These sequences gave users additional touchpoints to complete the desired action.
Continuous Optimization
Through continuous creative refresh cycles and bid optimization, we kept campaigns performing consistently over the 3-month period without fatigue or declining results.
Results
Through emotionally resonant creative and App Event optimization, we achieved:
- 2,530+ weekly installs sustained over 3 months
- $0.83 average cost per install
- Top 50 ranking in the Lifestyle app category
The consistent install volume and efficient costs helped Peptalk grow its user base while maintaining strong app store visibility.
