Case Studies / Phiture and Once Upon

Phiture slashes Once Upon’s cost per install by 32% with Skai’s App Marketing solution and Bid Optimization feature

Performance Data

Year over year (Jan. 2021 vs. Jan. 2022) the team achieved:


lower cost per install


decrease in cost per second post


Once Upon is a fast-growing player in the photo books industry, filling a niche space of being app-only. After a few years of organic growth, it was in a position to further expand its app product and customer base. The team needed to acquire new customers, while maintaining a low cost per install and cost per engagement. Once Upon’s principal engagement metric is an industry-specific KPI known as cost per second post, which is when the user posts a picture for the second time in the app.

Knowing they needed to scale more efficiently, Phiture, which manages Once Upon’s app advertising, sought a solution that could reduce costs per action, while still keeping pace with acquisition goals.


As  a seasoned, world-class agency specializing in mobile app growth, Phiture knew Skai was the perfect solution. Once Upon onboarded with Skai’s App Marketing solution for its Apple Search Ads campaigns and within a few short months began seeing incredible results. 

The expert account managers at Phiture partnered with the Skai App Marketing team to craft a customized solution testing multiple geos and optimization strategies. This was all made possible by Skai’s proprietary algorithm-based Bid Optimization feature. This work catapulted the performance in Once Upon’s Apple Search Ads campaigns and drove outstanding results. 

With bulk creations and bulk actions, changes that previously took several hours of laborious and tedious manual work could now be done in minutes, leaving more time for strategic thinking and long-term planning. This allowed Phiture to seamlessly and efficiently make changes and garner learnings from the Apple Search Ads campaigns. 

Phiture also took advantage of the data granularity offered in Skai’s App Marketing solution. For the first time, Once Upon’s mobile measurement partner data was organized with advertising performance data in a single platform. This allowed for high-level optimization and data-driven decision-making, generating more awareness and business for Once Upon.


Skai’s Bid Optimization feature enabled massive improvements to performance, including a staggering 32% year-over-year decrease in cost per install and 61% year-over-year decrease in cost per second post.

Additionally, the team was able to nearly triple the number of the Apple Search Ads targets, testing more than 12,500 keywords, of which 2,334 were managed with the Bid Optimization feature.

“Skai has been crucial in driving performance for Once Upon. We saw massive efficiencies in our app campaigns when we implemented Bid Optimization. This made growing our client’s business and staying ahead of goals a breeze.”

Chandricka Sharma, Performance Marketing Consultant, Phiture

About Once Upon

Once Upon was founded in Skellefteå, Sweden and launched on the App Store and Google Play in the summer of 2017. Once Upon allows its users to quickly, easily, and beautifully make photo books from pictures on their phones. It has print shops in Sweden, Germany, the Netherlands, the United Kingdom, the United States, and Australia. The app is available in 12 languages and has nearly three million downloads. Once Upon photo books have been sold to 109 countries worldwide.

Learn more at

About Phiture

Phiture is a multi-award-winning mobile growth consultancy and agency working with the teams behind leading apps. Using the company’s industry-acclaimed Mobile Growth Stack as a strategic framework, Phiture team offers five key services: App Store Optimization, Performance Marketing, User Retention/CRM, Subscription Revenue Optimization services, and Growth Consulting.

Learn more at

Solution used

Find out what Skai can do for you:

Request a Demo