Launching LifeMax SoulBuddy in the UK With Creator-Led Creative

Client: LifeMax

Regions: United Kingdom

Services: Creative Production, Paid Social, Paid Search, Apple Search Ads, Email Marketing, App Store Optimisation

Key Achievements:

85 static ad files and 17 UGC video ads delivered
An 11-email lifecycle funnel built around free audio guides
Landing page, app store copy and screens for the UK launch

Introduction

LifeMax is a Hungarian association that has run 24/7 remote monitoring and dispatch services since 2006. In 2024 it brought one of its services to the United Kingdom: LifeMax SoulBuddy, a subscription app for people who experience panic attacks and anxiety.

When a user presses the SOS button in the app, a trained dispatcher calls them back, talks them through breathing and relaxation exercises and, if they wish, lets a nominated family member or friend know.

Challenges

LifeMax came to us in February 2024 with a new app, a new market and no UK presence. It needed a brand people would trust with something as personal as anxiety, creative that explained a call-back service in a few seconds, and a way to turn first downloads into subscribers, all handled with care given the subject.

Strategic Approach

Between February and August 2024, we focused on:

Ready for Launch:
Before any ads ran, we reviewed the English version of the app and recommended a shorter, friendlier registration, designed the UK landing page, re-cut the app explainer with a new English voiceover, and wrote the App Store copy and screens for iOS and Android.
Two Launch Campaigns:
The first creative strategy ran two campaigns, “Your guide to panic-free life” and “Your anxiety companion”, with routes that included a supportive photo, a chat-style conversation, a how-to carousel, creator UGC and short video. Later work widened the message to everyday stress and anxiety under the theme “Always Here, Always Ready”.
Creator UGC and Illustrated Statics:
Creators filmed at home, with Google search cutaways and app screen recordings to show how the SOS button works, and the offer-led concepts came with six opening hooks each. The statics paired photography with a hand-drawn illustration style in the brand’s pink, in square and Story sizes.
From Download to Subscriber:
We ran app install campaigns on Meta, Google Ads and Apple Search Ads, then added lead campaigns offering four short audio guides on breathing and relaxation. Those leads entered an email sequence we wrote and built, which explained the service and led into the 14-day free trial.

Project Highlights

Static Ad Files Designed

UGC Video Ads Produced

Lifecycle Emails Built

Over seven months, LifeMax went from a new app to a full UK launch toolkit:

85 Static Ad Files: Nine signed-off static sets, from the first photo routes to the illustrated headline set and the Always Here, Always Ready series, mostly in both square and Story sizes.
17 UGC Video Ads: Seven creator UGC concepts from four creators. The two offer-led concepts were each cut with six opening hooks, so the strongest first seconds could be tested against each other.
An 11-Email Funnel: A four-email offer sequence and a seven-email audio-guide sequence, built and signed off in June 2024 to guide new leads towards the free trial.
Launch Essentials: A UK landing page, an English app explainer video, App Store copy and screens for both platforms, and an app review with recommendations for onboarding and registration.

Conclusion

LifeMax needed to introduce a sensitive, unfamiliar service to a new country, and to do it with warmth rather than alarm. We gave it a launch toolkit that covered every step from the first ad to the first email, with creative that shows real people, the app itself and the reassurance of a call back at any hour.

This project drew on our video and motion design, paid social, search marketing, email marketing and app marketing services. See more of our work.

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