SWIPEWIPE: RISING ON THE APP CHARTS IN JUST 90 DAYS
Ever been overwhelmed by a cluttered smartphone album? Overflowing with screenshots, duplicates, blurry shots, until one day, your smartphone runs out of storage?
Our partner studio, Afternoon Products LLC, recognized this universal problem and crafted an app: Swipewipe. Swipewipe provides an intuitive, efficient, and fun solution to clean up your camera roll with a simple swipe. Months are displayed like to-do lists, and users swipe left or right to decide whether to keep or delete their photos. (Think of it as Tinder for your camera roll!) After completing a month, it’s marked as done, showing the decluttering progress and space saved on your device. It's genuinely satisfying.
Impressively, within just 90 days since our publishing partnership with Swipewipe, the app shot to the global top 10 with over 500,000 monthly active users. With the combined efforts of our partner, the MWM team, and our users, our daily revenue skyrocketed, and LTV increased 13x from February to July. Additionally, the app was featured on the iOS 17 App Store in France.
The Making of a Success
While our exceptional partner consistently generated brilliant ideas (more on their development story here), transforming a great concept into a global success requires more than just ideas. Beyond precise execution, we leveraged our experience in scaling, App Store Optimization (ASO), and strategic user acquisition (UA) investments. The MWM team's product knowledge, combined with technological and platform insights, played a pivotal role.
We always put user experience first. This led us to test different ad business models to find the best for our users. We also gamified the app as a strategic move - it was not just a fun addition, it results in driving up retention rates. In April alone, D1 retention rose by five times, with session length by DAU and session count by installs doubling.
.webp&w=1920&q=100)
The Marketing Journey of Swipewipe
Prioritizing user experience and tailoring features to users’ needs is essential. But our effective marketing strategies also played a part in the app’s rapid growth.
A highlight of our approach was collaborating with Tiktok creators. We carefully selected the creators who aligned with our app’s vision and target audience. Each creator received a personalized brief, ensuring our content was vibrant, unique, and authentic. This effort paid off: our Tiktok campaigns gained momentum, going viral and drawing attention from organic creators. The app also appeared in TV spots and was featured in notable newsletters, including the Verge’s and TechCrunch.
But marketing isn’t just about reach, it’s about conversion. This is where our App Store Optimization (ASO) played a key role.
After implementing our refined ASO strategies, there was a remarkable 203% increase in keyword rankings.
What was our approach? We conducted extensive keyword search, focusing on high potential keywords that work on their own and in combination with others frequently searched for. This strategy enhanced our ranking for both standalone keywords and their combinations. Additionally, we crafted localizations tailored to specific regional preferences, a move that significantly contributed to our Apple Store feature. Strategic reprioritization of high-potential keywords further refined our approach. As a result, Swipewipe’s conversion rates and organic visibility improved, leading to a 4x increase in organic downloads.
Beyond content and ASO, we tested over 300 ad variations to find the most effective ones. These comprehensive approaches led us to reduce our CPI by fivefold and amplify our UA budget by 100x daily, all while keeping profitability. Moreover, we engaged in A/B testing to optimize our pricing models and paywalls, ensuring the best value and maximizing user LTV.
The Future of Swipewipe
The success of Swipewipe is not just a one-off event. It reflects the dedication and synergy of our partner studio, our teams in publishing, UA, marketing, ASO, and our invaluable users.
The Swipewipe journey continues, and the next chapters look promising. We’re planning to introduce a hybrid business model with an ad-based option for new market entry. Our focus remains on enhancing the user experience by adding innovating features that resonate with our audience.
Publishing with MWM
If you have a promising app but struggle to monetize its potential, contact our publishing team. publishing@mwm.io. We specialize in turning great apps into profitable ventures.