Pfizer's new app took over the Appstore with strategic 48 hour media burst leveraging Facebook, Google and additional mobile ad networks
Reaching top three in the App Store
within 48 hours
Pfizer, one of the world’s leading biopharmaceutical corporations, set out 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 Appstore with 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 children’s growth.
Delivery & results
iGrow made it to the top 3 most downloaded free apps on the Appstore.
The large wave of awareness quickly converted into a blast of organic downloads.
During the paid portion of the campaign, the CPI was half the average cost on the market due to hyper-segmentation
"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 like nothing we've seen before, using other promotion channels."