The brief
Get Get is a retail loyalty app. The mechanics are simple: shoppers scan their receipts, the app converts them into cashback or points across partner brands. The product worked. The funnel didn't.
At the start of our engagement they had 30,000 users after 18 months of organic growth. The team wanted to hit 100,000 — and they needed it in time for a partnership round closing 60 days out. Paid acquisition wasn't going to get there at the unit economics they could afford.
The answer had to be social, and it had to compound fast. Here's how it actually unfolded.
Days 1–10 · Setting up
Auditing the audience before touching content
Before we shot a single piece of content we spent the first 10 days analyzing who their 30,000 existing users actually were. Which cities, which age brackets, which shopping categories drove the most engaged behavior. The pattern was clear: women 22–34 in major Ukrainian cities using the app primarily for grocery and beauty purchases.
This sounds obvious in retrospect. It wasn't obvious in the briefs. The previous strategy was a generic "we're for everyone" pitch that wasn't landing with anyone specifically. We pivoted the entire content direction around the real user persona, not the imagined one.
Days 10–20 · The influencer mapping
Finding 40 creators who could actually convert
We mapped out 200+ Ukrainian creators in the lifestyle, beauty, and "smart shopper" niches. Then we cut that to the 40 with the right audience overlap, engagement rates above 4%, and content styles that could plausibly recommend a utility app without it feeling forced.
The key shift here: we weren't buying reach, we were buying credibility transfer. A creator whose audience trusts her grocery hauls recommending Get Get hits differently than a celebrity endorsement.
Days 20–35 · The launch wave
The day 20,000 people downloaded the app
We staggered the creator launches across a two-week window with one specific micro-mid-tier creator going first to seed the algorithm. The first piece performed above benchmark. The next eight pieces followed within 72 hours.
On day 27 of the campaign, three Reels went viral simultaneously — including one that hit 600K views in 18 hours. The cumulative effect: 20,000 downloads in a single day. We had built infrastructure to handle 5x normal traffic. The infrastructure held.
The lesson: when you do influencer campaigns correctly, virality isn't an accident. You're engineering the conditions where it becomes likely.
Days 35–60 · The compounding phase
Turning viral spike into sustained growth
The mistake most teams make after a viral moment is failing to convert it into a system. Our priority for the back half of the campaign was building organic momentum on the brand's own channels so growth wouldn't die when the influencer payments ended.
We launched a UGC program, ran weekly contest mechanics that incentivized sharing, and shifted our content production to native-feeling testimonials. By day 60 the app had crossed 100,000 users with a meaningful share of new installs coming from organic channels — not paid.
"The infrastructure held. The growth didn't stop when the campaign did."
— Andrii Orfani, Co-Founder
What we'd do differently next time
If we ran this campaign again with what we know now, two things would change:
- Start the UGC program in week 1, not week 5. The user-generated content compounded faster than we expected. We left growth on the table by treating it as a phase-4 initiative.
- Build a referral mechanic into the app before launch. When you have 20,000 new users in a day, a referral loop turns that spike into a multiplier. We didn't have one shipped in time. We do now.
The takeaway
The narrative of viral growth obscures the work that goes into making it possible. There were 47 days of strategy, audience research, creator vetting, content production, and infrastructure planning before the spike that made the headlines.
If you're running a B2C app and trying to scale acquisition through social — we do this for tech and SaaS clients across consumer and B2B. Talk to us about your stage and we'll tell you honestly whether the math works.