Background
FitMind is a meditation and mental-fitness app founded by an ex-Buddhist monk turned mindfulness teacher. The app combines structured meditation programs with neuroscience-informed mental-fitness training.
App Media joined the FitMind team pre-launch to plan and execute the launch — and stayed on as the app scaled.
The challenge
- A category dominated by very large incumbents (Calm, Headspace) with deep budgets and category mindshare.
- A pre-launch position with no App Store ranking signal, no install velocity, and no paid acquisition data.
- A founder with a strong personal brand and natural on-camera presence — which we believed could be the asymmetric lever.
What we did
Pre-launch ASO and asset preparation:
- Full keyword research targeting meditation, mindfulness and mental-fitness search behaviour.
- App Store and Play Store assets, copy and metadata built to convert from day one.
- Soft-launch test in Australia and New Zealand to validate conversion before scaling.
Launch-week orchestration:
- Coordinated launch across founder's audience, PR, App Store featuring submission, and paid acquisition.
- Achieved 10,000+ day-one installs without burning the marketing budget on cold paid traffic.
Viral video flywheel:
- Built a content engine around the founder — short-form video for TikTok, Instagram Reels and YouTube Shorts.
- Combined organic reach with paid amplification on top-performing creative.
- Generated 12M+ organic views in the first six months.
Apple Search Ads + paid:
- Layered ASA on top once the App Store listing was converting at category-leading rates.
- Disciplined CPI management to keep blended unit economics healthy.
Results
- 10,000+ day-one installs at launch.
- Top 3 meditation category ranking in Australia within the first year.
- 12M+ organic viral video reach across TikTok, Reels and Shorts.