Julie Tonna

Facetune's localization strategy on the App Store is next-level. Lightricks did not just translate copy for their AppStore page.They went above & beyond for their photo editing app:→ Fully localized visuals→ Different faces, styles, aesthetics→ Matching each market’s beauty standards + cultural cues🇺🇸 Inclusive & polished in the US🇬🇧 Clean, glowy in the UK🇯🇵 Soft & natural in Japan🇰🇷 K-pop glam in Korea🇫🇷 Editorial chic in France🇦🇪 Luxe & HD in the UAEThis isn’t just ASO.It’s knowing your audience, and showing it clearly.Make people feel like the app was made for them.

Unless you've lived under a rock (or completely disconnected but then you would not be here reading this), you must have seen the Ghibli trend taking over the internet in the past weeks. While i am totally against using and diluting art for entertainment, i cannot deny the impact it had and quickly it spreads across the world. Unlike the 90s yearbook trend, where no harm or intellectual properties were used, we have here a trend based on the craft of a respected animation studio. In this piece, and using the DICE framework, we’ll review how the Photo & Video apps took advantage of this trend, and focus on Remini - AI Photo Enhancer app by Bending Spoons. DICE - [D] for Data It all started the 25th of March during the OpenAI live event - when Sam, Gabriel and […]

Reviews might be impacting your rankings more than you think. Metadata (title, subtitle, description) gets all the focus in ASO, but there’s another lever that’s often overlooked: user reviews.While it’s unofficial & not something we talked about at Apple Search Ads, I’ve recently started noticing apps get indexed for keywords in reviews, even when those keywords aren’t in their metadata.+ with iOS 18.4 bringing AI-generated review summaries, Apple could start surfacing frequently mentioned terms even more.A good example? When Squid Game Season 2 dropped, Roblox’s organic ranking for “Squid Game” spiked in the US (data from MobileAction). Not because they had the keyword in their metadata. Because users kept mentioning it in reviews. So how to take advantage of this?- Encourage users to mention key features- Respond strategically, reinforcing important keywords- Monitor AI summaries (once live) to see which terms […]

Things move fast! Here's more on the iOS 14 updates. With iOS 18.4, the App Store announced some big changes, from app tags & natural language search to review summaries.But something else is changing on Apple Search Ads.Until now, optimising Search Tab was limited to bids and audience refinements. That’s changing.📢 Custom Product Pages are now available for Search Tab ads!We'll be able to direct users to custom landing pages instead of the default ad.Great use case: re-engaging past users with tailored messaging, highlighting latest in-app events, features, offers & updates.The goals?- Higher Conversion Rate- Lower CPIs- Improved overall performance for this placementThe App Store is evolving, and this could reshape how we approach iOS growth strategies.

“What’s the secret to growing on iOS?”.It’s the question I get asked the most. My answer? There’s no one-size-fits-all strategy.Looking back at the game developers and UA teams I’ve worked with at Apple & ironSource, I noticed one thing:1. The most successful teams know their strengths. 2. Then they double down on them.Take Trailmix Games.With Love & Pies 🥧, they stood out in the competitive Merge category through strong storytelling, inclusive characters, and sweet visuals.And it worked: looking at their App Store reviews, 40% of players mentioned loving the game for these exact reasons.The next step? Leaning into it and making sure their UA campaigns + ASO strategy highlight what players love.That’s exactly why I built the DICE Framework - to help teams identify their strengths and use them to drive growth, focusing on 4 key UA pillars:- Data- Innovation- […]

Last week, I had the opportunity to moderate a panel at Gamesforum in Barcelona about the state of user acquisition for free-to-play games. We discussed many topics, including the ever-increasing costs of acquiring new users, the constantly evolving landscape, and the reality of AI in marketing. Panel at Gamesforum Barcelona, discussing Costs, AI & sustainable growth: the state of F2P UA. One topic that really stood out to me was how the role of the performance marketer is changing. Today, we are expected to cover many different areas, including creative optimizations, data analytics, long-term planning, and overall strategy. From AI reducing the time spent on repetitive tasks and giving us some time back, to the challenges marketers face in standing out in an extremely competitive landscape with complex app store policies and ad network rules, we need to examine how […]

AI is everywhere. On our laptops, on our phones. Artificial Intelligence has become a part of daily life. From removing the background of a photo to generating lyrics for a new song or making an email more friendly, there are endless use cases, and even more apps to choose from. But the AI app space is changing, and fast. With the category growing so quickly, we’re seeing both exciting opportunities and major challenges, like rising competition in regional markets. This article looks at ChatGPT’s revenue boom, the competition bringing challenges in specific regions, and the advertising strategies these apps are using to keep up. Insights shared in this article come from the Sensor Tower report “ChatGPT Maintains US Lead; Share Weakens in Emerging Markets”, with graphs and additional insights & analysis sourced from Mobile Action. The Rise of ChatGPT No […]