Prana 🍃 💨 😌

Audience segmentation and preparation

Before launching the campaigns, we conducted in-depth research into the smart home market and Prana heat exchanger users. Based on data analysis from Google Trends, social media, and support inquiries, we divided the audience into two key groups:

1. Existing device owners, who have not yet installed the application;
2. New users, who are looking for a convenient solution for controlling the microclimate in an apartment or office.

For each group, the following were determined: motivations, barriers and usage scenarios.

It was noticed that users value control and energy savings, but do not always understand that this can be done via a smartphone.

At this stage we have created user funnel maps, registered key metrics (CPI, Retention D1/D7, Connect Rate) and prepared a database for analytics.

Result:

Communication strategy and creatives

We formed the brand's tone of voice — technological, but human, without complex technical terms.
The key message was simple: «"Control of the air is in your hands"».
Over was created 20 creatives: static banners, carousels, and stories that demonstrated real-world usage scenarios — air control before bed, in a child's room, or while on vacation.

For device owners, the emphasis was on convenience, and for new users, on technological features and energy savings. Additionally, separate texts for Google Ads were prepared, focused on the queries "Prana Online application", "ventilation from a smartphone", "smart air system".

Result:

Launch campaigns and drive installs

We started with Google App Campaigns and Meta Ads in the App Install format. The campaigns were divided into segments:

• for current users — remarketing via database and Meta Custom Audiences;
• for new — targeting by interests “energy efficiency”, “air comfort”.

We tested different types of optimization: installs, open, and connect_device. We also set up UTM tags to track the performance of each ad in Firebase.

During the creative testing process, we quickly cut out weak options, leaving only those that provided stable traffic and low CPI.

Analytics and end-to-end tracking

At this stage we have integrated Firebase, Google Analytics 4 and Looker Studio for complete control of the user funnel.

We tracked each stage:
install → open → connect_device → active_session → return.

Analytics have shown that many users do not complete device connection after installation.

A short onboarding script was developed right in the app (“tap + to add device”), as well as a push reminder after 24 hours. After the update, we saw a steady increase in connections and returns.

Result:

Funnel optimization and remarketing

Based on the data we received, we launched a series of remarketing campaigns for users who installed the app but did not connect their device.

We also tested a new type of ads in Meta — «"Re-engagement for apps"», which allowed users to be returned directly to the app.

At the same time, we optimized the structure of campaigns in Google Ads: we separated brand, informational, and functional queries.

Automatic rules were implemented to disable underperforming groups and raise bids for high-converting creatives.

Result:

Scaling and increasing awareness

After stabilizing the main indicators, we expanded the campaigns to new markets — Poland and the Czech Republic.

Localized versions of creatives and texts were created with adaptation to local insights (“freshen up your home”, “control the microclimate effortlessly”).

At the same time, we updated the pages in the App Store and Google Play:

• added new screenshots with the interface,
• rewrote the description,
• optimized keywords.
  They also introduced regular user feedback via push reminders, which helped increase the average rating of the application.