Viber is a messaging and calling app that connects people worldwide. Every month, hundreds of millions use it to stay in touch with loved ones through free messaging, high-quality voice, and video calls.
Viber was already investing in refining their ASO strategy by updating visual elements and store copy. But these optimization activities take time, creative resources, and constant iteration. Viber needed a faster way to bring in additional organic downloads without putting extra pressure on their team, and this is where SplitMetrics Agency stepped in.
When Viber approached SplitMetrics Agency with the request to find additional organic downloads on Google Play, promotional content wasn’t part of their growth plan.
We saw that Viber didn’t need another complex ASO iteration to unlock growth. Promotional content was a fast, underutilized lever—and by turning it into a structured, repeatable process, we were able to scale organic acquisition with minimal production effort.
The team identified it as an overlooked opportunity, especially compared to more time-consuming ASO activities like redesigning screenshots. Launching a promotional event requires only a single visual and a short piece of copy—a process that takes minutes instead of weeks.
To make the most of this approach, SplitMetrics Agency proposed a continuous event pipeline:
Instead of treating promotional content as a one-off tactic, we approached it as a system. By building a structured pipeline of events and leveraging timing, we transformed a lightweight format into a predictable and scalable acquisition channel.
(c) Rakuten Viber Messenger
It’s worth noting the second event in the series was a complete copy of the first—same visual, same text, no changes, and it delivered 3× more downloads than the original. This result showed that sometimes, timing and consistent presence matter more than creating something new, and that simple duplication can become a growth tactic.
All 10 launched events were featured, driving +330,223 extra acquisitions through promotional content.
This case reinforces a broader principle: scalable growth doesn’t always require new assets—it often requires better orchestration. By systematizing promotional content, we unlocked incremental demand without increasing production overhead
Beyond the numbers, the approach proved that growth didn’t have to come at the cost of heavy production. By duplicating and relaunching events at the right time, the team maintained consistent visibility on Google Play and created a reliable, scalable channel for organic downloads—all with minimal effort.
