How We Took GoWish to #1 in the App Store

The GoWish Story

They were spending like $300K/day on paid ads. Not struggling. Actually doing really well. But they were looking at this TikTok organic thing and wondering if there was something there.

They'd tried TikTok's TTO program before. The creatives they got were... I mean, they described them as "sloppy." Nothing was hitting. They were getting content from basically anybody and everybody, no structure, no strategy.

And here's the thing — they had never even heard of organic UGC as a real channel. They thought TikTok growth meant either paid ads or influencer deals. The idea of systematically posting from smaller creator accounts wasn't on their radar.

What was actually wrong

Their targeting was off. They were going after moms when their real audience was Gen Z. The content style was wrong for who actually uses the app.

And they weren't testing enough angles. One or two creators here and there isn't a strategy. That's just hoping.

What we actually did

First week was mostly strategy stuff. Figuring out who their real audience was, mapping out different angles we could test, sourcing creators who actually fit the Gen Z vibe.

Then we started posting. A lot. Different hooks, different formats, different creators. Some stuff we thought would hit didn't. Some stuff we weren't sure about went crazy.

By week 3-4, patterns started showing up. The "wishlist reveal" format was killing it. Authentic, relatable, the kind of thing you'd actually share with friends. We doubled down on what was working, killed what wasn't.

Then it just... compounded.

The results

100M+ organic views in the first month.

160K users in one day. Not over a week. One day.

#1 on the App Store.

And their CPM for organic? Like $0.59. Compare that to $8-30+ for paid ads.

The whole campaign investment was like 5 hours of their daily ad spend. Just for context on the math.

"GoWish described working with us as 'didn't give a singular shit' — meaning they trusted the process and didn't micromanage. That's how it should be."

Why it actually worked

Honestly? Volume plus the right creators plus not overthinking it.

We tested a lot of angles. Most didn't work — that's normal. But we found the winners and scaled them.

And they let us do our thing. They weren't asking to approve every single post or second-guessing every creative decision. That matters more than people think.

The bigger point

GoWish already had paid ads working. They weren't desperate. They were diversifying.