CASE STUDY

Truely

Truely wanted to dominate the eSIM category globally. The brand faced two major hurdles:

  1. Highly competitive generic keywords like “esim”, “esim travel”, and “esim card”.
  2. Capturing competitor brand traffic (Holafly, Airalo, Ubigi, Simly, Yesim).

The goal was to push Truely into top-ranking positions for high-volume eSIM keywords while expanding visibility in key target regions (US, UK, Canada, Australia, Japan, Turkey, Saudi Arabia).

I Want Growth

Approach

  • Implemented comprehensive ASO strategy across 30+ countries with localized metadata.
  • Prioritized high-volume generic keywords (esim, esim travel, esim app, esim card).
  • Deployed brand conquesting tactics, targeting competitor terms (Holafly, Airalo, Ubigi, Simly, Yesim).
  • Continuously tracked keyword growth and visibility scores with AppTweak to validate impact.

Results – United States:

  • Dozens of high-value keywords surged into top rankings.
  • “free esim”: Rank #178 → #1 (+177) | Volume: 27
  • “esim travel”: Unranked → #2 (+239) | Volume: 29

Results – Japan:

  • Visibility Score: +25,262,451% (massive increase).
  • Generic + localized terms ranked top:
  • e sim: Unranked → #1 (+250)

Key Learnings:

  • Top 1–3 positions for esim keywords deliver exponential visibility and install growth.
  • Localization and competitor keyword conquesting drive sustainable global expansion.
  • Markets like Japan, UK, Saudi Arabia responded exceptionally well to brand + generic strategies.

Summary Impact:

 Truely went from minimal visibility in December 2024 to owning top eSIM keyword rankings across major global markets by July 2025. The app secured:

  • Dozens of #1–3 keyword positions (including “e sim”, “free esim”, “travel esim”).
  • Visibility growth up to +25M% in Japan, +2M% in the UK, and +71k% in Canada.
  • A defensible global footprint against leading competitors like Holafly, Ubigi, Airalo, and Yesim.
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