Taking a German football training app global with organic social.
B42 · German football training app
Company
B42
Timing
12/2025, partnership ongoing
Channels
Instagram · TikTok · YouTube Shorts
My role
Strategy · concepts · filming · editing
1,700
downloads / 1st video
~200
downloads / day from social
6,000
downloads / month organically
Content and audience
9K→52,8K
followers on Instagram
Growth without any paid advertising
Challenge
Expand B42 beyond the German market, reach players internationally and grow downloads through organic social.
Starting point
- Market: Germany only
- Ad budget: 0 euros
- Growth had to come from content
Insight
Players do not look for an app, they look for a solution. Injuries are the problem B42 naturally answers.
Strategy
Audience
International football players, especially the injured
Hypothesis
Problem-first content converts better than app promotion
Formats
Injuries, recovery, everyday player problems
Distribution
Organic only, no paid advertising
Execution
The content strategy was built around B42's strongest use case: recovering from injury. The app was not an ad but a natural part of the solution.
Testing and iteration
Few ideas work perfectly at first. I test, learn and make the next version better.
Version A
Direct app promotion
What we learned
Conversion starts from the problem, not the product
Version B
Injury content with B42 as part of the answer
Result
1,700 downloads from one video, ~200 downloads a day since
Results
5M+
Views / month
52K
Followers
1,700
Downloads / 1st video
6,000
Downloads / month
Numbers are based on analytics data.
Data behind the numbers
I don't want you to simply trust the results. I'm happy to show where the numbers come from.
- The partnership is still ongoing
- Awareness expanded beyond Germany
- Numbers are based on analytics data
What I learned
The strongest conversion content starts from a problem the audience already cares about.
Sell the answer, not the product. The app appeared as the solution, not an ad.
Organic growth lasts, because the audience came for content, not for an ad.
Want to see more?
Some projects also include a deeper report covering the strategy, data and results in more detail.