Trove App Marketing Strategy
Trove App
App Marketing Strategy
App marketing and pre-launch growth strategy for Trove, a personal digital vault that scaled to 1,000+ waitlist signups by solving the “screenshot graveyard” problem for recommendation seekers.
Project Overview
Trove is a personal digital vault designed to help users save, organize, and rediscover recommendations for books, movies, music, podcasts, and TV shows. Founded by Abby Bookholt, the app was born out of a simple frustration: discovering brilliant recommendations on TikTok or Instagram, only to lose them in a chaotic sea of screenshots, DMs, and saved posts.
As the App Marketing Lead, my core objective was to build early traction, define the product’s market positioning, and drive a high-converting pre-launch waitlist campaign before the app’s official debut on iOS and Android.
The Problem
Modern digital consumers are overwhelmed. While platforms like TikTok and Instagram are incredible engines for discovery (e.g., #BookTok, movie review reels), they are terrible for organization. Users were experiencing:
- The “Screenshot Graveyard”: Hundreds of phone screenshots of book covers and movie posters that are never revisited.
- Scattered Inspiration: Recommendations spread across Apple Notes, Instagram Saves, and WhatsApp messages.
- Mindless Consumption: Endless scrolling instead of intentionally engaging with desired content.
The Solution
Trove solves this by allowing users to capture recommendations from anywhere online with a single tap. It auto-categorizes content into dedicated “vaults” and allows users to build collaborative lists with friends. It transitions digital discovery from cluttered to curated.
By establishing Trove as a wellness-adjacent, intentional consumption app—rather than just another productivity tool—we were able to build a highly qualified waitlist of early adopters and beta testers before the official launch.
Marketing Strategy
Core Messaging & Positioning
Developed a marketing narrative centered around “Intentional Discovery.” Instead of selling features, we sold the feeling of organization and relief using hooks like “Never lose a great recommendation again.”
Waitlist & Landing Page (CRO)
Optimized the primary landing page for waitlist conversions with compelling lead magnets and exit-intent popups. Highlighted the founder’s story to build emotional connection and trust.
Social Media & Content Marketing
Ran campaigns on Instagram and TikTok dramatizing the “camera roll screenshots” pain point. Segmented marketing to speak directly to recommendation cultures like BookTok and Letterboxd.
ASO Foundation
Conducted deep keyword research targeting terms like “save book recommendations” and “watchlist organizer” to ensure high visibility on launch day.
Community & Influencer Outreach
Leveraged micro-influencers who frequently give recommendations, positioning Trove as the best way for their followers to actually save their suggestions.
Campaign Highlights
Key visuals from the Trove pre-launch campaign demonstrating the brand’s aesthetic and core value proposition.
Results & Impact
The pre-launch marketing campaign successfully validated the market demand for Trove and built a strong foundation for the official debut:
Ready to Build Demand
Like Trove?
Let’s design a high-converting pre-launch campaign for your next big idea.