Health & Fitness
In-House Growth Leadership
Paid Search & Social
CRM & Lifecycle Marketing
We helped launch and grow Sleepwave, a smart alarm and contactless sleep-tracking app, to 120K+ monthly downloads globally, driving standout retention, reducing CAC by 60%, and building a high-performing multi-channel growth engine.
Sleepwave, a revolutionary motion-sensing smart alarm and sleep-tracking app, was developed by the team behind SnoreLab. As they approached the final stages of development in late 2021, they sought Pollen’s expertise to develop and execute a global go-to-market (GTM) strategy. With a planned launch date of March 2022, our objective was to drive awareness, acquire users at scale, and ensure strong user retention across both the Apple App Store and Google Play Store.
While Sleepwave had built a groundbreaking product with patent-pending sonar technology, they faced several challenges:
Pollen developed a structured, multi-channel growth marketing strategy based on rigorous testing, data-driven decision-making, and audience segmentation. We collated a team of specialist marketers in app marketing, digital marketing, data, and attribution to formulate the strategy. Over the next three years, we executed this strategy in partnership with the team at Sleepwave, sharing knowledge, empowering their team, and ensuring long-term sustainable growth. Our strategy was built around the following pillars:
We conducted deep market research, customer persona analysis, and competitor benchmarking to tailor an approach that would maximize impact. We outlined a phased delivery plan, ensuring efficient allocation of resources and continuous optimisation.
We leveraged a diverse mix of channels, including TikTok, Meta, Snapchat, Apple Search Ads, Google, YouTube, and influencer marketing. Our test-and-learn framework enabled us to identify the best-performing creatives, messages, and audience segments.
Beyond paid campaigns, we implemented a content and SEO strategy to drive organic traction. This included optimising Sleepwave’s website, developing high-value content, and leveraging app store optimisation (ASO) techniques.
By continuously analysing performance metrics, we refined our campaign targeting and creative approach. We also introduced retention strategies such as in-app notifications and personalised user journeys to maximize engagement.
Initially targeting English-speaking markets (UK, US, Canada, Australia), we later expanded to a global audience, including Europe (Italy, Spain, France, Germany), ensuring localised messaging and advertising strategies.
To gain clarity on the full customer journey and effective attribution, we onboarded Branch as a Mobile Measurement Partner (MMP) early on. Later, we migrated to AppsFlyer to further enhance tracking capabilities, critical in an app marketing landscape where attribution has become increasingly challenging.
Looking to achieve similar growth for your startup or scale-up? Let’s talk!
"The team have been incredible to work with since launching our app earlier this year. They've been instrumental in helping us grow our brand and attract users across a number of channels. With their expertise and creativity, we've had a number of successful paid user acquisition campaigns. I would thoroughly recommend their services!"
Erin Anderson, Marketing & Communications Manager, Sleepwave
Whether you're looking to define a clear growth strategy, level-up your brand, or scale faster using AI, Pollen builds the perfect team around your needs.
