Case Study: Mirror drives 148K paid installs with NoGood

Mirror drives 148K paid installs in 13 months with NoGood

Mirror, a mental health app developed by the Child Mind Institute, faced the challenge of scaling user acquisition in a crowded market with rising costs and no existing organic or paid presence. They partnered with the growth marketing agency NoGood to build a marketing program from the ground up, requiring nuanced creative that balanced brand authenticity with performance.

NoGood implemented a comprehensive paid social and search strategy for Mirror, which included a California-specific campaign and a pivot to focus on registrations over installs. This approach, combined with continuous creative optimization, drove significant results. Over 13 months, NoGood helped Mirror drive 148,000 paid installs on a $608,000 spend, later achieving 94,000 registrations at a $6.10 cost per registration and increasing the conversion rate by 38%.

Mirror