Case Study — Storytree
How Storytree Went From Zero to 50+ Installs
It was figuring out who to reach, where to reach them, and what would make them try the app.
Storytree had a bedtime story app, but no established audience or proven way to reach parents. The first challenge wasn’t scaling downloads.
The Numbers
The goal wasn't to be everywhere. It was to identify which audiences, messages, and channels could create attention and move people toward an install.
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50+ Installs
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2 months Campaign period
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Campaign Period
2 months
of testing
The Situation
The First Problem Was Distribution
Storytree had a product. What it didn't have was a clear go-to-market path. So we tested different ways to reach parents, including paid social, organic content, parenting communities, PR, flyers, and merchandise.
The Message Had to Give Parents a Reason to Care
Storytree wasn’t promoted simply as another children’s app. The messaging shifted the conversation from “download our children’s app” to a more relevant bedtime use case: helping parents make story time part of the bedtime routine.
That gave the product a clearer reason to enter the parent's world.
What We Did
The Campaign Extended Beyond Digital
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The Audience Came Before the Acquisition Channel
Storytree was built for parents, but the app had no established audience. We tested paid social, organic content, parenting communities, PR, flyers, and branded merchandise to create multiple ways to reach them.
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The Bedtime Problem Led the Message
Parents don’t download an app simply because it exists. The messaging focused on the bedtime use case rather than leading with Storytree’s features, giving parents a clearer reason to care.
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One Channel Wasn't Enough
A new app has no existing audience to fall back on, so relying on one acquisition channel creates unnecessary risk. Paid social created direct reach, while organic content, parenting communities, PR, flyers, and merchandise extended Storytree’s presence beyond paid placements.
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Testing Came Before Scaling
With no proven acquisition channel, the priority was testing different audiences, messages, and channels before trying to scale one approach. Two months of testing took Storytree from zero to 50+ installs and created its first measurable response from the market.
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