Applica's team approached the project from multiple angles, ensuring every aspect of the launch was covered.
Pre-Launch and pre-order strategy
To generate early awareness, the app was made available for pre-order three weeks before the official release.
This strategy allowed the team to:
- Build early buzz
- Start acquiring users even before the launch\
- Test organic rankings and user intent in advance\
- Gather early performance insights to fine-tune the launch plan.
Localization and creative development
The Applica team localized the app store presence across key markets, including the US, the UK, Spain, Italy, France, the Netherlands, Portugal, and Germany, later expanding to Poland, Turkey, and Arabic-speaking regions.
Working closely with AirHelp, the team developed multiple sets of app store screenshots and creatives, focusing on the core Flight Tracker USP, brand voice, and social proof.
The winning screenshot set was selected based on A/B testing results to maximize engagement and conversions.
Screenshot set for AirHelp’s App Store listing, designed and developed by Applica’s team.
ASO, market research, and engagement strategies
Applica implemented a comprehensive ASO strategy for AirHelp:
- Conducted in-depth keyword research across target geos.
- Analyzed the competitive landscape of leading apps in the Travel category.
- Ran continuous A/B testing for both the App Store and Google Play.
To maximize performance and drive ongoing engagement, we also enabled custom store listings on Google Play, leveraged custom product pages for both Apple Ads and Meta campaigns, and implemented in-app events.
Mykyta Haidaienko
ASO Lead at Applica
Applica’s team tested multiple custom product pages to identify the best-performing, data-backed set.
These custom product page screenshots for Apple Ads were developed by Applica, incorporating top-performing ad creatives from Meta campaigns.
Paid user acquisition strategy
Applica’s experts implemented a multi-channel paid UA strategy designed to identify high-performing markets and scale efficiently.
We’ve been running Apple Ads, Google App Campaigns, and Meta ads for AirHelp. We focused on key markets across the US and Europe, launching, testing and optimizing for each market separately to uncover the strongest growth opportunities and the most promising regions for scaling.
Anton Bobryshev
User Acquisition Manager at Applica
On Meta, a warm-up campaign was launched one month prior to the app release to build early awareness. Following the launch, the team ran broad Advantage+ campaigns, tested audience interests using ABO (Ad Set Budget Optimization), and plans to explore custom audience strategies to further refine targeting and performance.
For Apple Ads, Applica executed brand, competitor, and generic campaigns, carefully segmented by country to ensure relevance and efficiency.
On Google App Campaigns, the team launched country-specific Universal App Campaigns (UACs) with fully localized ad creatives, and also tested a video-only campaign variant to evaluate creative effectiveness.
This data-driven, multi-channel approach allowed Applica to identify the most promising markets for AirHelp, optimize campaigns in real time, and scale growth efficiently, ensuring the app achieved strong traction immediately after launch.
Applica’s team produced videos to power AirHelp’s paid user acquisition strategy. Top-videos:
