Reflective Apps · B2C · app portfolio studio
Spend about 75% of the year's ad budget in January, when installs cost half
Done hit #1 free app in the US on Jan 2-3, two years running
Workedpaid-social
What they did
For health, fitness and productivity apps, the first week of January is 'the Super Bowl / Black Friday' of results: average cost per download is about half the rest of the year. Spent ~75% of the annual ad budget in the first month; the rest of the year was for testing creators and concepts to rerun in January. January spend set a new MRR/ARR baseline for the company each year.
What happened
Done became the #1 free app in the US on Jan 2-3 two years in a row; January set each year's revenue baseline
- Stage
- scale
“the first week of January is effectively the Super Bowl, the Bla- Black Friday of results, where you just have so many market tailwinds with you”
“So, we would spend effectively like 70, 5% of our ad budget within the first month of the year. Um, the rest of the time we were just testing and seeing what creators we could learn over the years to then run again back in January”
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