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Tashann App Install Case Study
How Meta Ads, Google Search, and YouTube Ads helped scale installs from 20 to 24,000+
Client Overview
Tashann is a digital wardrobe app designed to help users organize clothing, plan outfits, and simplify daily styling decisions. Because the concept of a digital wardrobe app is still relatively new for many users in India, the campaign had to do more than generate visibility. It had to educate the market, create demand, and convert that interest into installs and registrations.
The Challenge
- A digital wardrobe app is still a new category for many Indian users, so awareness and understanding were limited.
- The campaign began with a modest combined daily budget of around Rs. 600 across Meta Ads and Google Ads.
- Audience discovery mattered. We needed to identify which Indian city clusters and audience types were most likely to respond.
- The app required explanation before conversion, which meant the strategy had to balance education, demand generation, and performance.
- The goal was not only more installs, but better cost efficiency across both Android and iOS.
Primary Approach
We built a full-funnel paid media system rather than relying on a single platform. Meta Ads and influencer-led creative were used to introduce the product and make the concept relatable. YouTube Ads helped reinforce the message visually. Google Search Ads then captured intent when users started actively looking for wardrobe, styling, and outfit planning solutions.
- Meta Ads for awareness, creative testing, and demand generation
- Influencer and video-led communication to explain the digital wardrobe concept naturally
- YouTube Ads to extend reach and strengthen product understanding
- Google Search Ads to capture active demand and convert high-intent users
- Continuous optimization of audiences, city clusters, creatives, and campaign structure
Project Goals and Objectives
- Increase app installs across Android and iOS
- Reduce the overall cost per install
- Build awareness for a still-emerging app category in India
- Find the most responsive cities and audience segments for scale
- Use video-led storytelling to improve product understanding
- Increase in-app registrations from paid traffic
Execution Framework
| Phase | What we did |
|---|---|
| 01 | Audience and market discovery across Indian city clusters and relevant user segments. |
| 02 | Influencer collaboration and video-led creatives to communicate the product in a relatable way. |
| 03 | Meta Ads launch to generate demand, test messaging angles, and educate cold audiences. |
| 04 | Google Search campaign rollout to capture existing and generated intent. |
| 05 | YouTube Ads to reinforce awareness and explain the app visually. |
| 06 | Ongoing optimization of creatives, placements, audiences, and funnel efficiency. |
Performance Results
Key Takeaway
Tashann scaled through a connected acquisition system. Meta Ads built awareness and demand, YouTube Ads explained the app visually, and Google Search Ads captured intent when users were ready to act. This combination turned early traction into meaningful install and registration growth.