Results at a Glance
- +173% Paid Subscriptions during Lent (Carême), year-on-year — subscriptions nearly tripled
- -67% Cost per Subscription
- +84% Reach (impressions), achieved on lower total spend than the year before
- +121% App Installs
- +86% subscriber-intent conversion rate
About YouPray
YouPray is a mobile prayer app that helps its community pray daily — with demand peaking around key liturgical seasons such as Lent (Carême). [Please confirm or refine this product description before publishing.]
The Seasonal Opportunity
For a prayer app, Lent is the single biggest moment of the year. In the days around Ash Wednesday, intent to pray — and to subscribe — surges. But the window is short and fiercely competitive, so the challenge is to capture the maximum volume of subscribers in a compressed, high-intent period without letting acquisition costs spiral. It's the same principle behind timing paid media around seasonal demand peaks.
Our Strategy: Super-Intensive Spend on the Peak Days
Rather than spreading budget evenly, Scalebay concentrated it — hard — into the highest-intent days of Carême.
1. Front-loaded, intensive spend
We scaled daily investment several-fold above the off-season baseline in the opening days of Lent, peaking on Ash Wednesday, to own the moment when prayer intent is highest.
2. Maximum reach, held budget
We expanded reach dramatically while keeping total spend flat versus the prior year — buying far more impressions per euro during the surge.
3. Optimised toward subscriptions
Campaigns were optimised around the subscription and purchase event, and creative and audiences were refined year-over-year from our 2025 Carême playbook.
Our Results
Subscriptions nearly tripled
Comparing Lent 2026 with Lent 2025, paid subscriptions grew +173% — and we did it on slightly lower total spend.
Acquisition got far cheaper
Cost per subscription fell 67% year-on-year, while the subscriber-intent conversion rate rose +86%.
Scale without waste
Reach climbed +84% and installs +121%, proving that concentrated, intensive spend on the right days beats a thin, always-on budget.
This mirrors the record-breaking subscription growth we delivered in our Le Point case study.
Ready to scale your app?
Scalebay's experts can turn your app into the next success story. Whether you need organic or paid user acquisition, seasonal media planning, or advanced tracking, we deliver results that actually matter.
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