Case study · built by our team · run on RayCMO
Travel Journal: a launch campaign and a cartoon series before launch day
4
campaign stages, from tease to the month after launch
40
story ideas scored, 15 kept
10
launch episode scripts
Travel Journal is a privacy-first travel journaling app built by our team, launching on iOS. Before launch there are no users to measure, so the job was to prepare everything the launch needs.
What RayCMO did
- Planned the launch. A four-stage campaign: tease, creators’ early access, launch week and the month after, each with its own goal.
- Gave the brand a character. “Pip”, a small journal with legs, in a 1960s travel-poster cartoon style that matches the app’s colours.
- Wrote two kinds of video. Ten launch episodes, and a separate “Pip’s Stories” track of funny travel and photo moments with no pitch inside the story.
- Kept claims honest. The end screen says “Coming soon to iPhone” until the App Store listing is live, and only official store badges will appear once it is.
What we learned
- Entertainment-first stories are easier to share than ads; the plan mixes about three stories per launch ad.
- Every claim about the product waits for a check against the real app.
Numbers are from our own RayCMO workspace, as of 2026-11-05.
Launched your app and nobody came?
Ray finds your users and markets your app every day. You just approve.