The Challenge
AirHelp, an award-winning service on a mission to make air travel less stressful by helping passengers navigate disruptions and claim
compensation, partnered with Zum Web Agency to launch a best-in-class global flight tracking app.
The goal was to maximize visibility, drive downloads on app stores, and position the app as a must-have travel companion for travelers around the world.
The main challenge was to ensure a successful launch, achieving
maximum discoverability, strong organic visibility, and high conversion
rates right from day one.
In addition, AirHelp faced several strategic challenges ahead of the
launch:
ASO positioning: Reframe the product’s messaging around the “Flight Tracker” unique selling point, clearly differentiating it
from AirHelp’s core compensation claim service.
Audience segmentation and cannibalization prevention:
Avoid overlapping with AirHelp’s existing compensation claim
audience, which primarily engages through the web platform.
Brand compliance: Maintain full alignment with AirHelp’s global brand identity across all platforms.
The Solution
Zum Web’s team approached the project from multiple angles, ensuring
every aspect of the launch was covered.
Pre-Launch and pre-order strategy
To generate early awareness, the app was made available for pre-order three weeks before the official release.
This strategy allowed the team to:
Build early
buzz
Start acquiring users even before the launch\
Test organic rankings and user intent in advance\
Gather early performance insights to fine-tune the launch plan.
Localization and creative development
The Zum Web team localized the app store presence across key markets, including the US, the UK, Spain, Italy, France, the Netherlands, Portugal, and Germany, later expanding to Poland, Turkey, and Arabic-speaking regions.
Working closely with AirHelp, the team developed multiple sets of app
store screenshots and creatives, focusing on the core Flight Tracker USP, brand voice, and social proof.
The winning screenshot set was selected based on A/B testing results to maximize engagement and conversions.
Screenshot set for AirHelp’s App Store listing, designed and developed by Zum Web’s team.
ASO, market research, and engagement strategies
Zum Web implemented a comprehensive ASO strategy for AirHelp:
Conducted in-depth keyword research across target geos. Analyzed the competitive landscape of leading apps in the Travel category.
Ran continuous A/B testing for both the App Store and Google Play.
To maximize performance and drive ongoing engagement, we also enabled custom store listings on Google Play, leveraged custom product pages for both Apple Ads and Meta campaigns, and implemented in-app events.
Mykyta Haidaienko
ASO Lead at Zum Web
Zum Web’s team tested multiple custom product pages to identify the best-performing, data-backed set.
These custom product page screenshots for Apple Ads were developed by Zum Web, incorporating top-performing ad creatives from Meta campaigns.
Paid user acquisition strategy Zum Web’s experts implemented a multi-channel paid UA strategy
designed to identify high-performing markets and scale efficiently.
We’ve been running Apple Ads, Google App Campaigns, and Meta ads for AirHelp. We focused on key markets across the US and Europe, launching, testing and optimizing for each market separately to uncover the strongest growth opportunities and the most promising regions for scaling.
Anton Bobryshev
User Acquisition Manager at Zum Web
On Meta, a warm-up campaign was launched one month prior to the app release to build early awareness. Following the launch, the team ran broad Advantage+ campaigns, tested audience interests using ABO (Ad Set Budget Optimization), and plans to explore custom audience strategies to further refine targeting and performance.
For Apple Ads, Zum Web executed brand, competitor, and generic campaigns, carefully segmented by country to ensure relevance and efficiency.
On Google App Campaigns, the team launched country-specific Universal App Campaigns (UACs) with fully localized ad creatives, and also tested a video-only campaign variant to evaluate creative effectiveness.
This data-driven, multi-channel approach allowed Zum Web to identify the most promising markets for AirHelp, optimize campaigns in real time, and scale growth efficiently, ensuring the app achieved strong traction immediately after launch.
Zum Web’s team produced videos to power AirHelp’s paid user acquisition
strategy. Top-videos:
