This week, I came across an awesome teardown of an ad campaign on Reddit, run by Caliber (a new fitness coaching app).

To those of us in the performance marketing space, this probably doesn't look like an 'ad'…but that's exactly the point. What we have here is a really cool example of paid promotion for an app done in a way that is both empathetic to its audience (Redditors are infamously tough on ads) and intuitively viral.

Install ads have always been a low-hanging fruit for user acquisition — it's so easy to just turn up the volume knob by throwing more money at the problem — but this is your periodic reminder that there are many other ways to drive growth!

Alex Bauer

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