Let's Talk Ads

Building Growth Engines When Acquisition Gets Expensive - with Danil Ovechkin, Head of Growth @ Waking Up

Episode Summary

In this episode of Let’s Talk Ads, Andre Kempe sits down with Danil Ovechkin, Head of Growth at Waking Up, the meditation app redefining mindfulness for millions worldwide. Danil shares how referrals became their top growth channel, why CAC is more than just a number, and how creative, personalized campaigns fuel sustainable growth. From Meta Ads Library to the “moments” feature, this conversation reveals what it really takes to scale apps authentically in 2025.

Episode Notes

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 Learn

• Why referrals became Waking Up’s #1 growth channel
• How to think about CAC beyond the number
• The role of the Meta Ads Library in testing creatives
• Why “meditation is personal” → and how that shapes growth strategies
• Creative tactics Waking Up uses to stand out in a crowded app market

📌 Key Insights
Danil 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 For
Growth 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/