Growing Pacer — Wellness Super App: Multi-Country Apple Search Ads, 192K Impressions & 149K Instagram Reach
Client: Pacer — Wellness Super App (Pace Health Pte. Ltd.) Industry: Health & Wellness / Mobile App Location: Singapore (Multi-Country Campaign) Services: Apple Search Ads, Facebook/Meta Ads, Instagram Content, App Store Management, Mobile App Marketing Markets: 12 Countries — Malaysia, Singapore, Australia and beyond
The Challenge
Pacer is a wellness super app built to help users journal their feelings, track their sleep, earn rewards and build healthy daily habits — all through their lovable mascot character, Pacy.
The challenge was straightforward but demanding: grow app installs and active users across multiple international markets simultaneously, while maintaining strong brand identity and in-app engagement. The competitive wellness app landscape — with major players in sleep tracking, mental health and fitness — meant that every campaign dollar had to work hard.
We were brought in to own the full paid media and organic content ecosystem for Pacer across 12 countries.
Our Strategy
We built a dual-channel approach:
Channel 1 — Apple Search Ads (Paid App Install Campaigns) Target users with high purchase intent at the exact moment they’re searching for wellness and mental health apps in the App Store.
Channel 2 — Instagram Organic Content Build a loyal community through branded, educational and entertaining content centred on Pacy — driving organic reach, follows and app downloads.
Both channels were supported by Facebook SDK event tracking to maintain visibility across the full user journey from impression to in-app activation.
Apple Search Ads — 12 Country Campaign
Managing Apple Search Ads across 12 countries simultaneously required a structured campaign architecture targeting different user intent signals across markets.
Campaign Structure:
| Campaign | Type | Impressions | Taps | Installs | Conversion Rate |
|---|---|---|---|---|---|
| Bingo Search | Search | 11,308 | 379 | 46 | 12.14% |
| AppStore — Search Intended | Search | 2,077 | 58 | 7 | 12.07% |
| App — Search Tab Ads | Search Tab | 43,737 | 162 | 11 | 6.79% |
| Search Tab_Bingo | Search Tab | 107,126 | 441 | 18 | 4.08% |
| Aug to Oct Campaign | Broad | 16,093 | 365 | 9 | 2.47% |
| Product Exposure | Display | 11,759 | 221 | 1 | 0.45% |
TOTALS: 192,100 Impressions | 1,626 Taps | 92 Installs | 5.66% Average Conversion Rate
The 5.66% average conversion rate across all campaigns is a strong result in the competitive health and wellness app category — where industry average hovers around 2–3%.
Our lowest cost-per-tap campaigns — Search Tab_Bingo at $0.20 Avg CPT — demonstrated that targeted keyword selection within the App Store search environment dramatically reduces acquisition cost while maintaining install intent quality.
Facebook & Meta — SDK Event Tracking
Beyond Apple Search Ads, we implemented full Facebook SDK event tracking to maintain cross-platform visibility and build retargeting audiences.
Events tracked across Pacer app:
| Event | Total Events |
|---|---|
| fb_home_screen | 7,400 |
| fb_mobile_activate_app | 6,400 |
| fb_mobile_deactivate_app | 6,100 |
| fb_mobile_first_app_launch | 416 |
| fb_mobile_install | 276 |
| fb_user_signup | 32 |
This data pipeline enabled us to:
- Build custom audiences from app activators for retargeting
- Identify drop-off points in the user activation journey
- Optimise ad delivery toward users most likely to activate and retain
Instagram Organic Content — Building the Pacy Community
Beyond paid channels, we developed a consistent Instagram content strategy centred on Pacer’s brand mascot Pacy — a charming, relatable character that made health and wellness content approachable and shareable.
Content Pillars:
- Educational carousels — “3 Causes of Snoring and How to Stop It”, “3 Ways to Boost Mental Health”
- Feature announcements — Bingo Adventure game mode, Streaks, Sleep tracking
- Engagement content — “Which Pacy are you on Sundays?”, relatable lifestyle Reels
- Community building — User participation, in-app events and seasonal campaigns
Organic Instagram Results:
| Content Type | Top Result |
|---|---|
| Reel — Bingo Adventure | 149,000 reach |
| Reel — Journal Your Feelings | 89,100 reach |
| Feature announcement | 1,364 reach |
| Lifestyle engagement post | 1,347 reach |
The top-performing Reel — promoting Pacer’s Bingo Adventure feature — reached 149,000 people organically, demonstrating that consistent branded character content builds genuine audience momentum without paid amplification.
App Store Connect Management
We held direct access to Pacer’s App Store Connect account under Pace Health Pte. Ltd., managing:
- iOS App versioning and release (v1.4.4)
- App Store listing optimisation — screenshots, descriptions, keywords
- TestFlight beta distribution
- Analytics and trend reporting
- Subscription and in-app purchase configuration
This end-to-end ownership meant every layer of the app’s growth funnel — from discovery to download to in-app engagement — was connected and optimised cohesively.
Results Summary
| Metric | Result |
|---|---|
| Apple Search Ads impressions | 192,100 |
| Total app taps | 1,626 |
| App installs | 92 |
| Average conversion rate | 5.66% |
| Countries managed | 12 |
| Top Instagram Reel reach | 149,000 |
| Second top Reel reach | 89,100 |
| FB app activations tracked | 6,400 |
| Lowest cost-per-tap achieved | $0.20 |
Key Takeaways
1. App Store intent is powerful. Users searching in the App Store are already in buying mode — Apple Search Ads at the right keywords deliver high-intent installs at competitive cost.
2. Branded character content scales organically. Pacy gave Pacer a consistent, lovable identity that made wellness content shareable — driving 149K reach on a single Reel with zero paid spend.
3. Multi-country requires structured architecture. Running 12 countries simultaneously demands clean campaign segmentation — mixed targeting across markets dilutes performance data and wastes budget.
4. SDK tracking closes the loop. Knowing exactly how users behave post-install — from first launch to signup — lets you optimise for quality installs, not just volume.
Work With Us
If you’re a mobile app, SaaS or digital product looking to grow installs, improve in-app activation and build a community — let’s talk.
Morningstar Official is a full-service digital marketing agency based in Malaysia. We specialise in mobile app marketing, Apple Search Ads, performance media and social content for consumer apps and digital products across Asia and beyond.