CASE STUDY · APP STORE OPTIMISATION
Festive In-App Events Lift Play Store Explore Visits 74%
A large Indian mobility app lifted Google Play Explore visits by 74% and Explore acquisitions by 43% week on week with two festive in-app events. Offer-led copy, festive creative and conversion-oriented keywords drove the results.
- Client
- A large Indian mobility app
- Industry
- Mobility and food delivery (app)
- Market
- India
- Project
- App store optimisation
- Period
- Festive week vs the previous week
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
+74%
Google Play Explore visits, week on week.
+43%
Google Play Explore acquisitions, week on week.
BACKGROUND
The challenge
I led this ASO activity in a previous agency leadership role. In a crowded category, the app needed a stronger presence in Play Store Explore and search results.
A major festive season was an opportunity to use in-app promotional events to stand out.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Two separate events
Created two separate festive in-app events, one for mobility and one for food.
Offer-led copy
Highlighted offers for both segments in the event headers and descriptions.
Festive creative
Used festive-themed graphics with intent-relevant objects.
Conversion-oriented keywords
Used conversion-friendly phrases and keywords throughout.
STRATEGIC LESSON
The takeaway
In-app events give a store listing fresh, timely reasons to be surfaced — tying them to a seasonal moment lifts discovery when demand is already high.
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