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We helped PrayScreen go from zero to 16,000 downloads in 30 days, reaching #25 in the US App Store.
PrayScreen, a faith app from Founders, Inc., was preparing to enter the US market with no existing audience, no established marketing channels, and zero downloads.
The app was well-funded and ready to go to market, but the launch had to start from scratch.
The goal was to get PrayScreen in front of Christians across the US and turn that attention into downloads. We also needed to build momentum in the App Store while keeping acquisition costs at a level the founder could sustain.
Our primary objective was to drive downloads. We also tracked US App Store rankings and cost per install to measure how effectively the campaign was supporting the launch.
We recruited and managed creators who could produce content for PrayScreen's target audience: Christians in the United States.
The focus was on making content that would resonate with that audience and introducing the app through formats that felt natural on short-form platforms.
We launched 234 posts across different hooks and formats, testing how audiences responded to different creative approaches.
As performance data came in, we identified the formats that were landing and kept posting variations of the strongest ideas.
This allowed us to concentrate our efforts on content that was already getting traction rather than continuing with approaches that weren't performing.
PrayScreen went from zero to 16,000 downloads in its first 30 days, reaching #25 in the US App Store during its first month.
The campaign generated 24.3 million views across 234 posts, with a reported cost per install of just $0.50 for US iOS users.
Campaign results
Downloads in 30 days | 16,000
US App Store ranking | #25
Cost per install (iOS, US) | $0.50
Total views | 24.3M
Posts published | 234
The biggest lesson from PrayScreen was that a few strong posts can carry a launch.
Across 234 posts, we averaged roughly 104,000 views per post, with the strongest-performing videos driving a substantial share of the campaign's reach.
It reinforced the value of testing different hooks and formats, identifying what resonates, and continuing to build on the ideas that work.
The results gave PrayScreen's founder, Lotanna Ezeike, enough confidence to bring us his second app, Toxic Traits.
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