In this episode of Let’s Talk Ads, Andre Kempe talks with Danil Ovechkin, Head of Growth at Waking Up, the meditation app redefining mindfulness for millions worldwide. Danil shares why referrals became their top channel, how CAC should really be measured, and why creativity and personalization matter more than ever when scaling apps in 2025.🔑 What You'll LearnWhy referrals became Waking Up’s #1 growth channelHow to think about CAC beyond the numberThe role of the Meta Ads Library in testing creativesWhy “meditation is personal” → and how that shapes growth strategiesCreative tactics Waking Up uses to stand out in a crowded app market📌 Key InsightsDanil explains why referrals beat paid as their top channel, how creative “moments” help Waking Up stand out, and why sustainable growth is built on personalization and trust—not just ad spend. He also shares lessons on balancing organic and paid growth, and how to keep performance marketing authentic in 2025.🎯 Perfect ForGrowth marketers, UA managers, app founders, meditation/wellness product leaders, and anyone scaling consumer apps in competitive markets.Connect with Danil Ovechkin👉 LinkedIn https://www.linkedin.com/in/danil-ovechkin/ 
🔗 Resources & Links • Admiral Media – award-winning performance agency 👉 https://admiral.media •Follow Andre Kempe on LinkedIn 👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ • Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” • Official Let's Talk Ads website: https://letstalkads.io/

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