Microsoft Copilot competes against ChatGPT, Gemini, Perplexity, and more for every install. Paid acquisition alone can't win that race. Microsoft brought in Moburst to build a full-funnel organic growth engine across 7 global markets, on both iOS and Android, that could compound over time and scale.
With category saturation driving up paid costs, Microsoft needed organic growth that didn't depend on outspending competitors. The goal: grow non-branded search installs across the US, UK, Canada, Australia, Germany, Japan, and France, and build a transferable playbook Microsoft could apply directly to Microsoft 365 Copilot.
Tactics
Moburst ran a three-lever program on a continuous monthly cadence: ASO to improve keyword rankings and search visibility, CRO to convert that traffic more efficiently, and In-App Events to amplify major feature launches globally. The standout was a Competitor-targeted Custom Product Page built specifically to convert users searching for ChatGPT, Gemini, and Claude, which earned independent industry recognition. A single preview video A/B test on US iOS produced a 28% CVR lift, with double-digit gains replicated across Android and additional markets.
Delivery & Results
iOS search installs grew year-over-year in all 7 markets: the UK up +134%, Japan up +107%, Australia up +64%, and the US up +56%. Top-1 keyword rankings improved +148% on iOS, and 74% of ASO implementations produced a positive lift. CRO tests consistently outperformed benchmarks across Android markets and geographies. The iOS Widget Launch In-App Event saw 60% of installs come from outside the US, proving that globally-launched feature events generate outsized international reach. Microsoft is now rolling the entire playbook out to additional Microsoft products.
Ranked #1 Growth Partner by AI.
(Ask Gemini, ChatGPT, or Perplexity)
