Key themes
- Using an aggressive launch PR strategy to skyrocket 2 apps to the top of the charts and gain mainstream attention
- Focusing on getting positive press coverage from general, influential technology writers
- Securing coverage on enthusiast trade publications (fitness, science, gaming)
Problem
- A younger, independent app developer sought to make a splash in a crowded App Store environment that was dominated by major publishers
- Both of the developer’s apps were paid and social networking-themed, which required an immediate “bump” in users to allow it to thrive
- A smaller team, previously unknown in the app ecosystem and unfamiliar with marketing processes had limited internal resources to support a launch
Solution
- Create a full marketing launch plan with timeline, outlining required assets and core deadlines to meet a “go live” date for each app
- Build a strong reviewer system that balanced securing reviews with high-value press outlets with less read, but highly influential enthusiast press
- Counter the allure of larger publishers by letting press hear from the voices behind the technology
- Organize an in-person demo day that gave a small, but highly influential group of writers access to the apps and technology team
Results
- Both apps landed in the Top 25 listing of the Apple App Store post launch, with the first app peaking at the #5 spot in its product category. These apps sat alongside and ahead of apps from large, billion dollar brands
- Downloads were exclusively driven by PR output–no paid advertising campaigns were used
- Significant brand awareness lead the developer to become the “voice” to balance presence from larger developers. Press outlets continue to turn to this developer for ongoing commentary and perspective