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Launching an app is never easy. Launching one for millions of travelers worldwide is an even greater challenge.
Client
Website
Services
AirHelp, an award-winning service on a mission to make air travel less stressful by helping passengers navigate disruptions and claim compensation, partnered with Applica Agency to launch a best-in-class global flight tracking app.
The goal was to maximize visibility, drive downloads on app stores, and position the app as a must-have travel companion for travelers around the world.
The main challenge was to ensure a successful launch, achieving maximum discoverability, strong organic visibility, and high conversion rates right from day one.
In addition, AirHelp faced several strategic challenges ahead of the launch:
Applica's team approached the project from multiple angles, ensuring every aspect of the launch was covered.
To generate early awareness, the app was made available for pre-order three weeks before the official release.
This strategy allowed the team to:
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.
Applica implemented a comprehensive ASO strategy for AirHelp:
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.
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:
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Downloads after launch
Average rating on app stores
The app launched successfully and started gaining great results right from the start.
Since launch, the AirHelp app has surpassed 330,000 downloads achieving exceptional engagement and conversion rates, while earning positive user reviews and top ratings on the App Store and Google Play.
The app gained rapid traction across target markets, validating the pre-launch and ASO strategies.
"Applica turned a complex, global launch into a clean win. Their pre-order, ASO, and paid mix delivered day-one discoverability, rapid traction across our priority markets, and 330,000+ downloads with excellent conversion and CPI – while keeping our Flight Tracker positioning clear and on-brand."
Ewa Tkaczyk
Director of Ecommerce at AirHelp
Strategic pre-launch preparation, coupled with thorough localization, creative testing, and performance marketing, laid the foundation for early success and drove higher conversion across global markets after the launch. By leveraging data-driven ASO and user acquisition strategies, the team scaled growth efficiently, while the close collaboration and proactive planning between Applica and AirHelp ensured measurable impact throughout the launch.
Looking to launch your app stress-free? Applica takes the headache out of app launches. Let’s talk!
EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
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