• App · second-hand fashion marketplace

How do you launch an unknown app and generate its first thousands of users?

ClothesUp, a new Swiss second-hand fashion app, was starting from zero. A multichannel launch (Meta, TikTok, Google, Snap) and intensive creative testing to establish the app and generate its first downloads.

See the app
+5,000
downloads in 1 month
4 channels
Meta · TikTok · Google · Snap
45
creative tests run

About ClothesUp

ClothesUp is the Swiss second-hand fashion app, the local equivalent of the big resale platforms, designed for Switzerland (Twint payment, local delivery, a community close to home). A good product, but with the classic problem of an app at launch: nobody knows it.

The real challenge for a marketplace goes further: downloading the app is not enough, people have to use it and make transactions. Generating installs is pointless if they remain inactive. The goal was not awareness for its own sake, but bringing in users who open, buy and sell, by quickly finding the channels and creatives that turn a stranger into an active user.

We were launching a completely new app, with no awareness at all. Contrast rolled out a setup across every platform, Meta, TikTok, Google, Snap, testing formats and videos to find what caught on. Within a few weeks, we had our first thousands of users and a real presence.
Astrit RushitiFounder, ClothesUp

The challenges

01

Business challenges

Make an unknown app known and generate downloads. Quickly identify the most effective channels and creatives to acquire users.

02

Execution challenges

Be present on the platforms where the target audience is (Meta, TikTok, Google, Snap). Test formats intensively (video in particular) to optimise acquisition.

The setup

The setup

Three stages to launch the app: a multichannel rollout, intensive creative testing, then scaling up the winning combinations.

  1. 01

    Multichannel launch

    Simultaneous rollout on Meta, TikTok, Google and Snap to cover every touchpoint of the target audience and maximise the app's reach at launch.

    ClothesUp · Multichannel launch
  2. 02

    Intensive creative testing

    Production and testing of many formats and videos to identify the angles that turn a view into a download. App acquisition is won on creative as much as on targeting.

    ClothesUp · Intensive creative testing
  3. 03

    Scaling up

    Once the winning channels and creatives were identified, the engine runs: visuals and videos continuously adapted, distributed and optimised across the platforms to turn reach into real downloads.

    ClothesUp · Scaling up (1)
    ClothesUp · Scaling up (2)

Before / After

What changed between an unknown app and an optimised multichannel launch.

Starting point: Unknown app, no awareness

With Contrast: Presence on 4 platforms

Starting point: Zero users

With Contrast: +5,000 downloads in 1 month

Starting point: No acquisition channel tested

With Contrast: Channels and creatives identified and optimised

ClothesUp

Results

An app launch, from zero to its first thousands of users.

+5,000

Downloads in 1 month

The app's first thousands of installs, generated from zero during the launch campaign.

4 channels

Activated simultaneously

Meta, TikTok, Google and Snap deployed together to cover every touchpoint of the target audience.

45

Creative tests run

Forty-five creatives tested to identify the angles and formats that turn a view into a download.

Services involved

What we put in place on this project.

Other case studies

Other setups, other results.

All case studies

An app or a product to launch?

A no-obligation conversation to find the channels and creatives that turn strangers into users.

Let’s talk about your project
Let’s talk about your project