Reaching the top three in the App Store within 48 hours
Pfizer, one of the world's leading biopharmaceutical corporations, aimed to educate parents on its solution to Growth Hormone Deficiency in children by launching a mobile app called iGrow. Pfizer's main objectives were to dominate the App Store's top charts, generate a large wave of awareness, and boost organic downloads.
iGrow took over the App Store with a strategic 48-hour media burst, leveraging Facebook, Google, and additional mobile ad networks. The ads targeted parents of young children with engaging banners promoting the usage of iGrow for tracking their children's growth.
Delivery and results
iGrow made it to the top three most downloaded free apps on the App Store. The large wave of awareness quickly converted into a burst of organic downloads. During the paid portion of the campaign, the cost per install (CPI) was half the average cost on the market due to hyper-segmentation.
In Their Words
"We were surprised by how quickly Moburst managed to attract such a large number of users. The results far surpassed our expectations, and the campaign performed, unlike anything we've seen before using other promotion channels."