Scale monthly app install volume and reduce cost per install at the same time, in a window measured in weeks, not quarters. Two metrics moving in opposite directions, on the same engagement clock.
The brand
House:ID is a Swedish app in the property-identity space, building digital identity infrastructure for homes. Founded by Pontus. App-first business model with paid acquisition as the primary growth lever.
The challenge
When House:ID brought me in, the brand was acquiring users, but the math wasn’t working at the pace they needed. CPI was sitting at 133 SEK per install. Monthly downloads were running ~1,000.
For an app startup at this stage, both numbers needed to move, and they needed to move at once. Volume up, cost down, on the same clock. The question wasn’t whether the audience was there. The question was whether we could engineer a creative + acquisition system that scaled installs without burning unit economics, in a window measured in weeks.
The work
UGC creative
- Concept and script development tuned to House:ID’s positioning as a property-identity platform
- Real-creator sourcing matched to the brand’s ideal-user persona, not a generic app-demo casting pool
- Brief-driven production feeding Meta and TikTok with new creative on a tight testing cadence
Paid acquisition
- Channel-level architecture built for app installs as the primary conversion event
- Daily optimization across Meta and TikTok, creative-first testing rhythm
- Funnel structure tuned so each ad type knew its job: cold acquisition, warm consideration, retargeting
What changed
In 30 days, CPI dropped from 133 SEK to 54 SEK, a 59% efficiency lift. Monthly downloads scaled from ~1,000 to 3,000+. The same budget that was buying ~7.5 installs at the start was now buying ~18.5. Volume tripled. Unit economics improved. The acquisition engine started compounding.