The Challenge.
Screen time management apps are often seen as intrusive. Wyzly needed a way to frame their app as a helpful tool rather than a strict monitor.
- Negative stigma around parental control apps
- Need to appeal to modern parents
- High CPA in competitive app markets
Our Strategy.
We interviewed parents on the street about their struggles with kids and screens, creating a shared sense of empathy.
The Empathy Hook
Asking "Do you control your kids screen time, or does it control you?"
The Solution
Positioning Wyzly as the modern, easy solution.
The Call to Action
Encouraging other parents to try it risk-free.
Hook A: Screen Time
Boots on the Ground.
Filming in family-dense areas like parks and shopping centers in Austin.
50k+
Installs
40%
CPA Drop
The Results.
A breakthrough in parental tech marketing.
40%
Lower CPA
Significant reduction in cost per install.
50k+
Installs
Massive influx of new users.
High
Community Trust
Parents recommended the app in comments.
Key Takeaways
Empathy Converts.
Showing parents they aren't alone builds instant trust.
Reframe the Narrative.
Moving from "spying" to "healthy management."
Community Driven.
High engagement in comments drove secondary viral loops.
The ads didn't feel like ads. They felt like a support group for parents, and it worked beautifully.
Growth Team
Wyzly