Planta
offers individual care schedule and reminders, recommendations, step by step guides, plant identification, light meter and more, for both indoor and outdoor plants.
offers individual care schedule and reminders, recommendations, step by step guides, plant identification, light meter and more, for both indoor and outdoor plants.
SOW
PM
Retention
ASO
UI/UX
SOW
PM
Retention
ASO
UI/UX
Performance Marketing
Quite simply, the Planta app identifies your house plants, then notifies you when it’s time to water, fertilize, mist, and clean.
There’s also nifty features that diagnose plant diseases and recommend optimal light.
The plantcare category has proven fertile ground for new entrants to the market, with increased competition for Apple Search Ads (ASA) during high season. In light of this, Planta wanted to continue to acquire users and make sure that seasonal spikes in search volume were efficiently converted into growth. To do so, Planta approached Phiture to refresh user acquisition in the US market, while keeping the Return on Investment (ROI) up – and Cost Per Install down.
Quite simply, the Planta app identifies your house plants, then notifies you when it’s time to water, fertilize, mist, and clean.
There’s also nifty features that diagnose plant diseases and recommend optimal light.
The plantcare category has proven fertile ground for new entrants to the market, with increased competition for Apple Search Ads (ASA) during high season. In light of this, Planta wanted to continue to acquire users and make sure that seasonal spikes in search volume were efficiently converted into growth. To do so, Planta approached Phiture to refresh user acquisition in the US market, while keeping the Return on Investment (ROI) up – and Cost Per Install down.
Quite simply, the Planta app identifies your house plants, then notifies you when it’s time to water, fertilize, mist, and clean.
There’s also nifty features that diagnose plant diseases and recommend optimal light.
The plantcare category has proven fertile ground for new entrants to the market, with increased competition for Apple Search Ads (ASA) during high season. In light of this, Planta wanted to continue to acquire users and make sure that seasonal spikes in search volume were efficiently converted into growth. To do so, Planta approached Phiture to refresh user acquisition in the US market, while keeping the Return on Investment (ROI) up – and Cost Per Install down.
We prepared our ground in the fallow months of November and December, ready for the growth season that begins in January when many users seek to change their plantcare habits. We prepared by exploring the plantcare category, closely observing Planta’s competitors, and identifying potential areas for improvement.
Just like with plantcare, we knew that acquiring more users in an increasingly busy marketplace depended on finding the right ratio of multiple factors, and continuously tweaking them for success in light of the changing environment.
At the same time, new Custom Product Pages (CPPs) highlighted different features of the app to appeal to new users, and we experimented with different ASA placements, such as the “Search Tab” and “Product Pages.” We knew from experience that CPPs were likely to lead to an extremely cost-efficient scaling of the campaigns.
We prepared our ground in the fallow months of November and December, ready for the growth season that begins in January when many users seek to change their plantcare habits. We prepared by exploring the plantcare category, closely observing Planta’s competitors, and identifying potential areas for improvement.
Just like with plantcare, we knew that acquiring more users in an increasingly busy marketplace depended on finding the right ratio of multiple factors, and continuously tweaking them for success in light of the changing environment.
At the same time, new Custom Product Pages (CPPs) highlighted different features of the app to appeal to new users, and we experimented with different ASA placements, such as the “Search Tab” and “Product Pages.” We knew from experience that CPPs were likely to lead to an extremely cost-efficient scaling of the campaigns.
We prepared our ground in the fallow months of November and December, ready for the growth season that begins in January when many users seek to change their plantcare habits. We prepared by exploring the plantcare category, closely observing Planta’s competitors, and identifying potential areas for improvement.
Just like with plantcare, we knew that acquiring more users in an increasingly busy marketplace depended on finding the right ratio of multiple factors, and continuously tweaking them for success in light of the changing environment.
At the same time, new Custom Product Pages (CPPs) highlighted different features of the app to appeal to new users, and we experimented with different ASA placements, such as the “Search Tab” and “Product Pages.” We knew from experience that CPPs were likely to lead to an extremely cost-efficient scaling of the campaigns.
CCP1 - Plant Care
Most users find "Planta" by looking for plant care or similar terms, therefore, having a CPP that focuses on this modality is advisable, to be able to use it in general advertising campaigns.
The care of the plant, not only the irrigation, but also the lighting of the room, the distance to the window, the temperature, are items that the user may not know.
Most users find "Planta" by looking for plant care or similar terms, therefore, having a CPP that focuses on this modality is advisable, to be able to use it in general advertising campaigns.
The care of the plant, not only the irrigation, but also the lighting of the room, the distance to the window, the temperature, are items that the user may not know.
Most users find "Planta" by looking for plant care or similar terms, therefore, having a CPP that focuses on this modality is advisable, to be able to use it in general advertising campaigns.
The care of the plant, not only the irrigation, but also the lighting of the room, the distance to the window, the temperature, are items that the user may not know.
CCP2 - Plant Identifier
Although it is only available in its paid version, the functionality of identifying plants is very popular among users.
Having a CPP that highlights it is key since it can be used in campaigns that target different user personas, ie: those who go for a walk in nature and are curious about plants, rather than caring for them at home.
With this, we make sure the plant identifier potential user finds interest in the app when visiting the store.
Although it is only available in its paid version, the functionality of identifying plants is very popular among users.
Having a CPP that highlights it is key since it can be used in campaigns that target different user personas, ie: those who go for a walk in nature and are curious about plants, rather than caring for them at home.
With this, we make sure the plant identifier potential user finds interest in the app when visiting the store.
Although it is only available in its paid version, the functionality of identifying plants is very popular among users.
Having a CPP that highlights it is key since it can be used in campaigns that target different user personas, ie: those who go for a walk in nature and are curious about plants, rather than caring for them at home.
With this, we make sure the plant identifier potential user finds interest in the app when visiting the store.
CCP3 - Watering schedule
One of the features that users value the most is the personalised notifications that inform of the water schedule relevant for your plant.
For these users, who specifically search for water tracking, we will highlight this function in the first screenshots, as it shows a clear solution to their search.
One of the features that users value the most is the personalised notifications that inform of the water schedule relevant for your plant.
For these users, who specifically search for water tracking, we will highlight this function in the first screenshots, as it shows a clear solution to their search.
One of the features that users value the most is the personalised notifications that inform of the water schedule relevant for your plant.
For these users, who specifically search for water tracking, we will highlight this function in the first screenshots, as it shows a clear solution to their search.
The results
The results of these US campaigns were tremendous.
Our 380% increase in year-on-year ASA spend for January to July was rewarded with a 335% year-on-year increase in installs for the same period. The strategy of new campaign types and new ASA placements helped volumes, making the most of the seasonal growth.
In particular it was the Generic campaigns that really contributed to the rapid growth, though the fertile mix of campaign types, placements, CPPs, automation rules, and continuous optimizations all played their part.
Even more impressive was keeping the Cost Per Install below target for the entire engagement, which was the result of continuous maintenance and careful bid optimization from our Performance Marketing Team.
Read the full case study here.
The results of these US campaigns were tremendous.
Our 380% increase in year-on-year ASA spend for January to July was rewarded with a 335% year-on-year increase in installs for the same period. The strategy of new campaign types and new ASA placements helped volumes, making the most of the seasonal growth.
In particular it was the Generic campaigns that really contributed to the rapid growth, though the fertile mix of campaign types, placements, CPPs, automation rules, and continuous optimizations all played their part.
Even more impressive was keeping the Cost Per Install below target for the entire engagement, which was the result of continuous maintenance and careful bid optimization from our Performance Marketing Team.
Read the full case study here.
The results of these US campaigns were tremendous.
Our 380% increase in year-on-year ASA spend for January to July was rewarded with a 335% year-on-year increase in installs for the same period. The strategy of new campaign types and new ASA placements helped volumes, making the most of the seasonal growth.
In particular it was the Generic campaigns that really contributed to the rapid growth, though the fertile mix of campaign types, placements, CPPs, automation rules, and continuous optimizations all played their part.
Even more impressive was keeping the Cost Per Install below target for the entire engagement, which was the result of continuous maintenance and careful bid optimization from our Performance Marketing Team.
Read the full case study here.
Retention
One of the in app experiences we crafted in order to retain engagement, is a series of cute little sliders with tips and tricks on how to take care of your plants.
This in app slider aims to push the Dr. Planta feature while keeping the user engaged with premium features of the product.
We also redesigned the entire email template in order to make communication effective and easily actioned.
We took the chance to create an alternative version for Premium user that could not only create a feeling of exclusivity and high-end, but also include specific topics tailored to a loyal user with specific needs.
One of the in app experiences we crafted in order to retain engagement, is a series of cute little sliders with tips and tricks on how to take care of your plants.
This in app slider aims to push the Dr. Planta feature while keeping the user engaged with premium features of the product.
We also redesigned the entire email template in order to make communication effective and easily actioned.
We took the chance to create an alternative version for Premium user that could not only create a feeling of exclusivity and high-end, but also include specific topics tailored to a loyal user with specific needs.
One of the in app experiences we crafted in order to retain engagement, is a series of cute little sliders with tips and tricks on how to take care of your plants.
This in app slider aims to push the Dr. Planta feature while keeping the user engaged with premium features of the product.
We also redesigned the entire email template in order to make communication effective and easily actioned.
We took the chance to create an alternative version for Premium user that could not only create a feeling of exclusivity and high-end, but also include specific topics tailored to a loyal user with specific needs.
ASO
For the App Store presence, in addition to the visual appeal, we implemented ASO best practices:
- Thorough research on popular tools in the app
- Communication with the client to extract audience insights
- Maintaining brand consistency
- Addressing audience pain points and desires
- Utilizing psychology-driven persuasive tactics.
For the App Store presence, in addition to the visual appeal, we implemented ASO best practices:
- Thorough research on popular tools in the app
- Communication with the client to extract audience insights
- Maintaining brand consistency
- Addressing audience pain points and desires
- Utilizing psychology-driven persuasive tactics.
For the App Store presence, in addition to the visual appeal, we implemented ASO best practices:
- Thorough research on popular tools in the app
- Communication with the client to extract audience insights
- Maintaining brand consistency
- Addressing audience pain points and desires
- Utilizing psychology-driven persuasive tactics.
Have a project in mind? A half-baked idea scribbled on a napkin? Big vision, small idea, or something in between - if it needs designing, drop me a line. Worst case? We swap a few emails. Best case? We make something brilliant together.
©2025. SARA ABBATE
ALL RIGHTS RESERVED
BERLIN AND WORLDWIDE
OPEN TO WORK
DESIGNED AND DEVELOPED
BY SARA ABBATE
Have a project in mind?
A half-baked idea scribbled on a napkin? Big vision, small idea, or something in between - if it needs designing, drop me a line. Worst case? We swap a few emails. Best case?
We make something brilliant together.
©2025.
SARA ABBATE
ALL RIGHTS RESERVED
BERLIN AND WORLDWIDE
OPEN TO WORK
DESIGNED AND DEVELOPED
BY SARA ABBATE
Have a project in mind? A half-baked idea scribbled on a napkin? Big vision, small idea, or something in between - if it needs designing, drop me a line. Worst case? We swap a few emails. Best case? We make something brilliant together.
©2025. SARA ABBATE
ALL RIGHTS RESERVED
BERLIN AND WORLDWIDE
OPEN TO WORK
DESIGNED AND DEVELOPED
BY SARA ABBATE