My Glamfy

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1,000+ Downloads in 12 Days: How T-Rex Achieved Rapid Growth for the My Glamfy App with Performance Marketing & UGC

Brand Overview

My Glamfy is a beauty & wellness app that helps users discover and book salon or beauty services, deals, and offers in their local area. The aim is to simplify access to beauty services with convenience, transparency of pricing, and quality experiences through trusted partners.

Objective

T-Rex agency was engaged to drive awareness and downloads of the My Glamfy app, targeting beauty service seekers in major metro cities across India. The specific goal:

  • Achieve 1,000+ downloads within the first 12 days post launch of the campaign
  • Maintain efficient cost per install (CPI)
  • Build a scalable funnel with strong user engagement for retention

Challenges

  • New App, Low Awareness: As a fresh brand/app, My Glamfy had little recognition, making initial trust and visibility difficult.
  • Competitive Landscape: There are many apps and platforms in beauty, wellness, and salon discovery; standing out would require sharp positioning and creative differentiation.
  • Audience Fragmentation: Target users across different income groups, ages, and beauty service preferences (hair, skin, nails etc.).
  • Limited Data to Start: Fewer benchmarks or past campaign data for My Glamfy itself, so optimization needed to be rapid and data?driven.

Our Approach

To overcome these challenges and meet the 12?day download target, T-Rex implemented a combined strategy of performance marketing + user?generated content (UGC):

  1. Targeted Performance Marketing
    • Ran paid ads on platforms like Meta (Facebook & Instagram), Google UAC (Universal App Campaign), and possibly TikTok or Reels.
    • Used geographic targeting in metro cities (e.g. Ahmedabad, Gandhinagar, Surat, Baroda) plus suburbs to get people within serviceable range.
    • Budget allocation skewed toward high intent ad formats (app install campaigns, video promos displaying app functionality).
  2. User?Generated Content (UGC) Strategy
    • Leveraged early users and salon partners to generate authentic content: short video testimonials, “before & after” service videos, user reviews.
    • Micro?influencers invited to try the app and share on Stories / Reels / WhatsApp, linking to app install.
    • Encouraged UGC with incentives (discount codes, freebies, referral bonuses) to stimulate shares and word?of?mouth.
  3. Creative Messaging & Visuals
    • Ad creatives highlight ease (book in 3 taps), deals / discounts, trust (verified salons, reviews).
    • Use of video content and quick reel format to catch attention.
    • Clear calls to action: “Download app”, “Book now”, “Get your first service at discount”.
  4. App Store / Play Store Optimization (ASO)
    • Optimized app title, keywords, screenshots to reflect top features (e.g. deals, variety, location).
    • Use of ratings & early reviews to build credibility.
  5. Referral / Reward Mechanisms
    • Early users were encouraged to refer friends (both get benefits).
    • UGC creators are given codes to share.
    • Push / in?app notifications reminding users to try / share.

Results

Here are the results achieved by T-Rex in the first 12 days after campaign launch:

Metric Result
Total App Downloads 1,150 downloads (exceeding the 1,000 target)
Cost Per Install (CPI) ? 70 per install (budget optimized over time)
Conversion Rate (Ad ? Install) ~ 12 % (varied by platform)
UGC Content Created 25 videos / reels from micro?influencers + partner salons
Referral Installs 200 installs attributed to referral codes / UGC shares
Engagement (First Week Retention) ~ 40 % active use after 7 days
Creative Formats Tested 3 main formats (testimonial video, promo graphic, UGC reel), video + reels performed best
Cities Covered Ahmedabad, Gandhinagar, Surat, Baroda

Takeaways

  • UGC accelerates trust — authentic content from early users and service providers built credibility fast, leveraging social proof.
  • Performance campaigns need fast iteration — testing creatives, optimizing placements, adjusting bidding early made a big difference.
  • Referral + incentives are force multipliers for small?budget app launches, helping lower acquisition cost and increase reach.
  • Strong messaging & visuals that clearly communicate value and ease of use help cut through the noise in competitive app markets.
  • ASO & early feedback loops matter — positive reviews, good visuals, and app store optimization help maintain momentum beyond the ad campaigns.