Submitted by Hype Factory Influencer Agency

Loóna

Hype Factory ran a YouTube and Instagram creator campaign for sleep and relaxation app Loóna across the US and UK markets, reporting a 7% engagement rate.

0.02CPV, USD
7%ER
1,13Kinstalls

Case in 60 seconds

Loóna needed brand awareness in the US and UK while also recruiting a varied set of new users, two goals that pull against each other because broad awareness rarely converts into targeted installs on its own.

The campaign appears to turn on the observation that a sleep and calm app is adopted through personal routine rather than category interest, which is why the cast was built around a mainly female audience and bright, entertaining channels across unrelated content genres.

Rather than concentrating the budget on one content genre, the organizing thesis was to place the same short app integration across lifestyle, ASMR, fashion, family, entertainment and education channels to reach a large and varied audience at once.

Creators on YouTube and Instagram ran a 60 to 90 second integration plus one story, and every participant was selected against engagement rate and CQS metrics, a mainly female audience and bright, entertaining channel content.

Hype Factory reports 1,13K installs, a CPV of 0.02 7% and a 7% ER, framed on the page against objectives of wide qualitative coverage of a quality audience and more targeted installs.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A diverse audience of potential new users in the US and UK markets, reached through channels with a mainly female audience.
A relaxation and sleep app has to be experienced to be understood, so the page's use of a 60 to 90 second integration rather than a shorter mention reads as an answer to a category where a static claim does not carry the product.
Based on the available evidence, Loóna sits inside the creator's own content as something used at the end of the day rather than as a sponsor message, which is what the integration format on the page describes.
The selection of channels with a mainly female audience and bright, entertaining content suggests the agency read app adoption as following from trust in a familiar creator rather than from interest in the wellness category itself; the page does not state the reasoning behind the filter.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube
  • integration video
  • story

Partners

  • Hype Factory Influencer Agency (lead_agency)

Creator role

  • influencers of different categories such as lifestyle, ASMR, fashion, family, entertainment, education

Results & Evidence

MetricValueResult type
CPV, USD0.02 7%performance
ER7%engagement_rate
installs1,13Krevenue

Why Hype Factory Influencer Agency's strategy worked

  1. 1

    Casting on engagement rate, audience composition and content tone rather than follower scale gives an app campaign a route to targeted installs, because the selection filter does the targeting work the media buy would otherwise have to.

  2. 2

    Spreading one fixed integration format across six unrelated content categories appears to be how Hype Factory reconciled awareness with audience diversity, since the format stays constant while the surrounding context varies.

  3. 3

    A 60 to 90 second integration paired with a single story suggests the app needed demonstration time rather than a reminder unit, because a sleepscape product has to be shown working before an install makes sense to a viewer.

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