foojan — App Marketing Case Study
foojan
Foojan is a mental health and self-improvement app that guides users through a transformative journey to reduce stress, manage anxiety, and enhance overall well-being.
Overview
Foojan is a mental health and self-improvement app that guides users through a transformative journey to reduce stress, manage anxiety, and enhance overall well-being. Using a multi-modality approach that integrates cognitive, behavioral, emotional, and body-mind theories, Foojan helps users achieve personal growth and emotional healing. SEMNexus was tasked with driving app downloads through Facebook Ads and Google Ads for both Android and iOS. Additionally, SEMNexus conducted a comprehensive user experience (UX) analysis and provided actionable recommendations to improve onboarding and user retention.
Objectives
- Increase app downloads on iOS and Android through targeted ad campaigns
- Identify and fix onboarding issues to improve user retention and engagement
- Lower cost per conversion while maximizing high-quality installs
Strategy
Facebook Ads – Targeted Audience Segmentation
- Targeted users interested in mental health, wellness, and self-improvement
- Tested various ad creatives and CTAs to identify high-performing variations
- Used lookalike audiences and interest-based targeting to improve acquisition quality
Google Ads – Keyword Targeting & Trend Monitoring
- Updated ad copy based on search trends and user behavior
- Adjusted bidding strategy to maximize ROAS while maintaining a low cost per install
UX Analysis & Onboarding Fixes
- Analyzed user behavior through in-app analytics to identify drop-off points during onboarding
- Recommended simplification of onboarding steps to reduce friction
- Suggested clearer value propositions and improved CTAs to enhance user engagement
Results
- John Design
Conclusion
SEMNexus successfully increased Foojan’s app downloads and user engagement through a strategic combination of Facebook Ads and Google Ads. By optimizing audience targeting and continuously adjusting ad copy based on performance data, SEMNexus delivered a strong return on ad spend and increased user acquisition. The UX analysis and onboarding improvements directly enhanced user retention, ensuring that new users were more engaged and better supported from the start. This case study highlights our ability to deliver results through a holistic approach combining paid acquisition and user experience optimization.
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