The Situation
The Situation Deep Dive is a fishing app that equips bass fishermen with cutting-edge tools to catch more fish. Launched in 2022, the app initially gained traction from a co-founder's YouTube channel but eventually reached a year-long subscriber plateau.
Despite having a loyal user base, the challenge was clear: to find a scalable and repeatable way to acquire new paid subscribers.
Deep Dive partnered with H Street to break the plateau and scale subscriber acquisition through digital advertising, advanced attribution, and high-frequency creative testing.
The H Street Approach
Attribution & Optimization
- Implemented SKAN attribution to give ad platforms post-install subscription event data, allowing algorithms to prioritize high-value users.
- Shifted optimization from install volume to lower-funnel actions like trial starts and paid subscriptions, directly reducing CAC and increasing subscriber quality.
Media Buying
- Identified Meta as the strongest last-click platform for closing high-intent users.
- Leveraged TikTok as a cost-efficient awareness channel to introduce Deep Dive to large, qualified audiences who later converted at lower acquisition costs.
- Activated additional acquisition channels (Apple Search, Google Ads) to capture high-intent search traffic.
Creative
- Built a rapid, high-frequency creative testing framework to surface winning hooks, visuals, and messaging quickly while preventing creative fatigue.
- Highlighted in-app features most correlated with subscription conversions in ad creative and onboarding flows to improve trial-to-paid conversion rates.
- Partnered with top Bass Fishing YouTubers and developed a scalable influencer content testing system to identify the creators delivering the highest subscription ROI.
Conclusion
Conclusion By combining precise SKAN-based optimization, platform-specific media buying strategies, and an aggressive creative testing engine, H Street helped Deep Dive break through its growth plateau. In just 90 days, the brand more than doubled both MRR and active subscribers-unlocking a scalable, repeatable model for paid subscriber growth.
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