Pearl Lemon helped King of Carrom, a multiplayer mobile board-game app, achieve explosive user growth. Using Facebook Ads and viral mechanics, they generated over 65,000 downloads in just 2.5 months from a tiny £1,500 budget, surpassing 190,000+ total installs subsequently.
65,000+
Downloads
2.5 months
£1,500
Budget
190,000+
Total installs
£0.03
CPI
King of Carrom faced the challenge of entering a competitive mobile gaming market with a minimal £1,500 budget and no established brand presence. They needed to achieve rapid user acquisition and high-volume installs quickly, competing with well-funded apps while maximising every penny. The goal was to bring the Cost Per Install (CPI) down to near-viral levels, far below the typical £0.30 – £2.00 in gaming.
Pearl Lemon's strategy combined Facebook App Install Ads, high-volume creative A/B testing, cultural targeting, and in-app automation. They selected Facebook Ads for its optimization capabilities and targeted Indian, UK, and South Asian audiences with culturally relevant creatives. Aggressive A/B testing identified high-performing creatives and audience segments, while in-app automation and a viral share-to-play system were implemented to boost retention and generate organic installs.
The campaign generated over 65,000 downloads in 2.5 months with a £1,500 budget. The app achieved an extremely rare £0.03 CPI, significantly outperforming the typical mobile app CPI of £0.20. Since the initial launch, the app has surpassed 190,000+ total installs and earned 1,000+ reviews.
Originally published by the delivering Pearl Lemon team at pearllemon.com/case-studies/king-of-carrom-mobile-app-marketing/.
Pearl Lemon partnered with a client to promote their new mobile game app, which was based on the popular board game Carrom and targeted primarily at the Indian market. Through a comprehensive digital marketing strategy, Pearl Lemon helped the app achieve significant download numbers in a short timeframe.
65K Downloads
Read the case studyPearl Lemon supported the launch of the Tube Map interactive London Tube mapping app, generating 2,300+ downloads using warm outreach, micro-budget ads, and lean launch tactics on under £50 spend. This achievement occurred despite internal technical limitations and a virtually non-existent marketing budget, proving early traction can be achieved before a product is fully polished.
2,300+ Total Downloads
Read the case studyPearl Lemon partnered with Eat Club, a fast-growing London restaurant discount app, to accelerate app downloads, increase user activity, and boost brand visibility. This was achieved by blending offline flyer distribution with digital tracking and email outreach.
10,000 Flyers distributed per week
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Written and reviewed by
Deepak Shukla — Founder, Pearl Lemon Group
Deepak Shukla founded Pearl Lemon Group and its family of niche growth companies. He works hands-on with clients across SEO, paid media and outbound.
