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

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.

The challenges

Business challenges

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

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

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

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.

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.

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.