Tiimo · B2C · visual planner for ADHD
Spend a lot on influencer marketing while testing many things
Built brand more than revenue; now only done carefully under the cost cap
Failedinfluencer
What they did
During the post-funding experimentation phase Tiimo spent a lot on influencer marketing and similar branding activities.
What happened
Seen as more branding than revenue-driving; now only done with strict attention to the CAC ceiling.
- Stage
- Growth (post-funding growth)
- Effort
- 'a lot of money' during the experimentation phase
“we we were, for example, uh spending a lot of money in influencer marketing, or, you know, those like typically the kind of activities that might not be as, um, uh, like a revenue-driving, but more like branding”
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More from Tiimo
All 17 Tiimo tacticsMore from this episode
- Tiimo: Post 1-2 App Store in-app events a month and keep nominating your app to AppleApple's editors started asking for promo artwork; part of the path to App of the Year 2025
- Tiimo: Watch WWDC as a team and build the new Apple features by SeptemberCompany says it got Apple's attention; no numbers
- Tiimo: Pick one number, tasks done on day one, and rank every feature by itCompany says it helped them focus; no numbers
- Tiimo: In onboarding, let people add things they already do daily, like brushing teethMore tasks created; company says it helped
- Tiimo: Send reminders about the exact tasks people chose during signupPart of a set of changes the company says helped; no numbers
- Tiimo: Celebrate finished tasks with confetti and streaks so progress feels realHelped quite a bit in recent months, per the company; no numbers
- Tiimo: Add a 3x-priced tier with expert courses and body doublingHurt growth numbers; parked to refocus on the planner
- Tiimo: Shut down a weak Android app, then rebuild it properly when you canFreed team time; a rebuilt Android app relaunched and is catching up to iOS
- Tiimo: Remove a feature only a few power users love if it slows buildingUnpopular with those users; built a close substitute
- Tiimo: Keep blended cost per customer under about $10.50 and check it weeklyKeeps paid growth profitable; cut brand spend like influencers
- Tiimo: Use Meta for broad audiences and Apple Search Ads for 'ADHD planner' searchesASA up to 50% cheaper per trial; ADHD-identifying users convert 3x
- Tiimo: Run one Meta campaign per country, broad targeting, one ad set per creative themeBetter cost control, per the company; no numbers
- Tiimo: When a winning ad tires, test its message and its look separatelyThe clean Apple-like look, not the laundry message, drove the win
- Tiimo: Put your App of the Year badge everywhere: ads, screenshots, banners
- Show the paywall before asking people to sign upSales up 52%; 60% had been dropping off at sign-up
- App Masters: Label sign-in buttons 'Continue with' instead of 'Sign up with'10% better in the host's A/B test
- Play your app's sounds during onboarding if the app is immersiveHost says it usually lifts conversion; no numbers