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case study

Pacer

Apple Search Ads, Meta SDK tracking, App Store optimisation and organic Instagram content for a wellness app across 12 markets.

Industry

• Health & Wellness
• Mobile App
• Technology

Services

• Performance Marketing
• Apple Search Ads
• Social Media Marketing
• Analytics
• App Store Optimisation
• Campaign Strategy

Status

• Completed
• Q1–Q3 2024

pacer mockup hero
Visit Pacer→

case study

Pacer

Apple Search Ads, Meta SDK tracking, App Store optimisation and organic Instagram content for a wellness app across 12 markets.

Industry

• Health & Wellness
• Mobile App
• Technology

Services

• Performance Marketing
• Apple Search Ads
• Social Media Marketing
• Analytics
• App Store Optimisation
• Campaign Strategy

Project Status

• Completed
• Q1–Q3 2024

pacer mockup hero
Visit Pacer →

PROJECT SNAPSHOT

Client

Pace Health Pte. Ltd.

Industry

Health & Wellness

Markets

12 Countries

Channels

• Apple Search Ads
• Meta SDK
• Instagram
• ASO

Campaign Type

Performance Marketing

PROJECT SNAPSHOT

Client

Pace Health Pte. Ltd.

Industry

Health & Wellness

Markets

12 Countries

Channels

• Apple Search Ads
• Meta SDK
• Instagram
• ASO

Campaign Type

Performance Marketing

Client

Pace Health Pte. Ltd.

Industry

Health & Wellness

Markets

12 Countries

Channels

• Apple Search Ads
• Meta SDK
• Instagram
• ASO

Campaign Type

Performance Marketing

Overview

Scaling Growth Across Multiple Markets

Pacer, a wellness app for journaling feelings, tracking sleep and building healthy habits, needed installs in 12 countries at once, in a crowded category. The plan combined App Store search ads, event tracking and Instagram content built around the app’s mascot, Pacy.

pacer wellness app result

Overview

Scaling Growth Across Multiple Markets

Pacer, a wellness app for journaling feelings, tracking sleep and building healthy habits, needed installs in 12 countries at once, in a crowded category. The plan combined App Store search ads, event tracking and Instagram content built around the app’s mascot, Pacy.

pacer wellness app result

The Challenge

Growing Across Multiple Markets.
Without Losing Momentum.

Launching across multiple countries required more than running advertisements. Every marketing channel needed to work together from paid acquisition and attribution to content and App Store visibility — while maintaining consistent performance across every market.

Multi-Market Expansion

Scale campaigns across 12 countries.

Efficient Acquisition

Increase quality app installs efficiently.

Attribution

Track meaningful in-app events.

Brand Visibility

Build long-term brand awareness.

STRATEGY

Performance. Precision. Scale.

We connected paid acquisition, analytics, App Store optimisation and content marketing into one performance ecosystem allowing every marketing channel to support measurable business growth.

Performance Marketing

Apple Search Ads campaigns built for scale.

Content Marketing

Community-driven Instagram strategy.

Performance Analytics

Event tracking for better optimisation.

App Store

Improve visibility and conversion.

The Challenge

Growing Across Multiple Markets Without Losing Momentum.

Launching across multiple countries required more than running advertisements. Every marketing channel needed to work together from paid acquisition and attribution to content and App Store visibility — while maintaining consistent performance across every market.

Multi-Market Expansion

Scale campaigns across 12 countries.

Efficient Acquisition

Increase quality app installs efficiently.

Attribution

Track meaningful in-app events.

Brand Visibility

Build long-term brand awareness.

strategy

Performance. Precision. Scale.

We connected paid acquisition, analytics, App Store optimisation and content marketing into one performance ecosystem allowing every marketing channel to support measurable business growth.

Performance Marketing

Apple Search Ads campaigns built for scale.

Content Marketing

Community-driven Instagram strategy.

Performance Analytics

Event tracking for better optimisation.

App Store

Improve visibility and conversion.

Marketing Ecosystem

Apple

Meta

App Store

Analytics

Optimisation

Apple

meta

App Store

Analytics

Optimisation

Marketing Ecosystem

Apple

Meta

App Store

Analytics

Optimisation

CAMPAIGN EXECUTION

Executing Growth Across Every Channel

A coordinated marketing strategy spanning paid acquisition, analytics, content creation and App Store optimisation.

screenshot 2023 10 03 at 5.45.06 pm

Apple Search Ads
Campaign Dashboard

img 8204

Content
Strategy
Instagram

screenshot 2023 10 03 at 6.04.26 pm

App
Store
Optimisation

screenshot 2023 10 03 at 7.10.15 pm

Performance Dashboard
Analytics

pacer creative gif

Creative Production
Marketing Assets

screenshot 2023 10 03 at 5.45.06 pm

Apple Search Ads
Campaign Dashboard

img 8204

Content
Strategy
Instagram

screenshot 2023 10 03 at 6.04.26 pm

App
Store
Optimisation

screenshot 2023 10 03 at 7.10.15 pm

Performance Dashboard
Analytics

pacer creative gif

Creative Production
Marketing Assets

CAMPAIGN EXECUTION

Executing Growth Across Every Channel

A coordinated marketing strategy spanning paid acquisition, analytics, content creation and App Store optimisation.

screenshot 2023 10 03 at 5.45.06 pm

Apple Search Ads
Campaign Dashboard

img 8204

Content
Strategy
Instagram

screenshot 2023 10 03 at 6.04.26 pm

App
Store
Optimisation

screenshot 2023 10 03 at 7.10.15 pm

Performance Dashboard
Analytics

pacer creative gif

Creative Production
Marketing Assets

PROJECT OUTCOMES

Growth Backed by Data

The campaign delivered measurable improvements across visibility, engagement and acquisition while establishing a scalable framework for future optimisation.

192K+

Apple Search Ads Impressions

149K+

Instagram
Reach

6,400+

App Activations Tracked

5.66%

Average Conversion Rate

PROJECT OUTCOMES

Growth Backed by Data

The campaign delivered measurable improvements across visibility, engagement and acquisition while establishing a scalable framework for future optimisation.

192K+

Apple Search Ads Impressions

149K+

Instagram Reach

6,400+

App Activations Tracked

5.66%

Average Conversion Rate

OUR PROCESS

From Discovery to Growth

A structured process for launching across many markets at once: understand the product, plan the channels, launch, then measure and scale what works.

Discovery

Understanding the product, audience and goals.

Strategy

Planning acquisition across multiple channels.

Execution

Launching paid, organic and technical campaigns.

Optimisation

Monitoring data and improving performance.

Growth

Scaling successful campaigns across markets.

Discovery

Understand the product, audience and goals.

Strategy

Planning acquisition across multiple channels.

Execution

Launching paid, organic and technical campaigns.

Optimisation

Monitoring data and improving performance.

Growth

Scaling successful campaigns across markets.

OUR PROCESS

From Discovery to Growth

A structured process for launching across many markets at once: understand the product, plan the channels, launch, then measure and scale what works.

Discovery

Understanding the product, audience and goals.

Strategy

Planning acquisition across multiple channels.

Execution

Launching paid, organic and technical campaigns.

Optimisation

Monitoring data and improving performance.

Growth

Scaling successful campaigns across markets.

PARTNERSHIP

Growing Together Through Data

Pacer’s growth plan was built to learn quickly: structure campaigns by intent, track every event and put budget behind what works. The app has since been discontinued, but measuring performance campaign by campaign rather than by average is how we run campaigns today.

“Morningstar became an extension of our marketing team, helping us connect strategy, execution and optimisation
into one measurable growth engine.”

Want Results Like These?

Whether you’re launching a new business or scaling an existing one, we create digital experiences that inspire confidence, build credibility and drive measurable growth.

Book a Free Strategy Call →

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