App Growth Case Study: Eat Club’s Rapid User Acquisition Campaign
Eat Club, a fast-growing London restaurant discount app, partnered with Pearl Lemon to accelerate app downloads, increase user activity, and boost brand visibility across the city’s busiest neighbourhoods. By combining high-volume flyer distribution, email outreach, and real-time tracking, Pearl Lemon delivered consistent and measurable spikes in app installs- proving the power of blending offline and digital marketing channels.
This case study breaks down the strategy, execution, channel performance, and outcomes that contributed to Eat Club’s month-on-month growth.
The Campaign Strategy
Pearl Lemon implemented a three-pronged marketing strategy, with a dominant focus on offline engagement backed by digital tracking and email outreach.
Flyer Distribution (10,000 Flyers Per Week)
The highest-impact channel
Pearl Lemon executed physical flyer distribution across dozens of London streets each week- totalling 10,000 flyers every seven days.
Why Flyers Worked So Well
- Direct exposure in high foot-traffic areas
- Clear QR codes for fast tracking
- Immediate, measurable download spikes
- Cost-effective vs digital ads
- Strong conversion behaviour from nearby audiences
Results from Flyers
- Significant jumps in app downloads the same day flyers were distributed
- Trackable increases across both iOS & Android
- Consistently higher ROI versus all other tested channels
Flyer distribution quickly became the core driver of new installs.
Email Outreach Campaign
Pearl Lemon ran a targeted email campaign aimed at:
- Restaurant owners
- Restaurant managers
- Hospitality decision-makers
The Process Included
- Data collection & enrichment
- Email segmentation
- Outreach sequence development
- Response tracking & follow-up handling
Performance
Email outreach produced moderate success:
- Some engagement and interest
- Lower impact on actual user installs compared to flyers
- Identified as a secondary channel with potential for optimisation
The team recommended future adjustments in:
- Message positioning
- Segmentation
- Testing new offer hooks
- Timing & cadence
SEO & Lead Generation Proposal (Future Phase)
Based on the campaign’s early momentum, Pearl Lemon drafted a forward strategy covering:
SEO Recommendations
- On-page optimisation
- Enhanced visibility for branded searches
- Content strategy for dining keywords
- Local SEO to target London-based diners
Lead Generation Opportunities
- Prospecting food enthusiasts
- Targeting London event-goers
- Engagement with hospitality communities
The client is reviewing this proposal and is considering expanding into longer-term SEO and lead gen campaigns.
Performance Highlights
Flyer Distribution Alone Delivered:
- Massive spikes in app installs after each distribution cycle
- Clear evidence of channel attribution using QR codes & tracking links
- Stronger user acquisition numbers than email
- Increased brand visibility in London’s most active dining zones
10,000 Flyers Every Week = Major Awareness Growth
Consistent volume + consistency in targeting = reliable download surges.
Client Satisfaction & Future Engagement
Eat Club continues working with Pearl Lemon on a month-to-month basis and is now considering upgrading to a quarterly or yearly contract due to:
- Consistent app growth
- Strong offline results
- Transparent weekly reporting
- Active experimentation and strategic recommendations
The client is especially pleased with:
- The download spikes
- The tracking clarity
- The pace at which London coverage is expanding
Work With Pearl Lemon
Want a high-impact blended offline + digital campaign to grow your app or product?
