COMFY Mobile: from top 2 in terms of volume to leader in terms of profitability - the window of opportunity strategy

Одарюк Антон — Керівник департаменту стратегічних комунікацій COMFY Василенко Тетяна — CMO COMFY Микита Сойма — Head of Digital COMFY Карина Лукіянюк — Head of Content COMFY Софія Бузик — Content manager COMFY Юрій Грузинський — Head of Enterprise Department Netpeak Катерина Шепель — Middle Project Manager Netpeak Євген Кадук — PPC Tech Lead Netpeak Віталій Олійник — Middle PPC Specialist Netpeak Анастасія Гутнік — Upper Junior PPC Netpeak Діана Петросян — Upper Junior PPC Netpeak Оdariuk Anton — Head of Strategic Communications Department, COMFY Vasylenko Tetiana — CMO, COMFY Soima Mykyta — Head of Digital, COMFY Lukianiuk Karyna — Head of Content, COMFY Buzyk Sofiia — Content Manager, COMFY Gruzynsky Yurii — Head of Enterprise Department, Netpeak Shepel Kateryna — Middle Project Manager, Netpeak Kaduk Yevhen — PPC Tech Lead, Netpeak Oliinyk Vitalii — Middle PPC Specialist, Netpeak Hutnik Anastasiia — Upper Junior PPC Specialist, Netpeak Petrosian Diana — Upper Junior PPC Specialist, Netpeak

This case resolves a classic performance marketing dilemma: when scaling digital campaigns, acquisition costs typically rise as the highest-quality audiences become exhausted. You can have either scale or efficiency — rarely both. Revenue from new app users grew by 273% (against a target of +100%), installs increased by 33%, and the cost of acquiring a high-value user fell threefold. tROAS campaigns generated 2.8x more revenue at lower spend. This is not optimization — it is a fundamental shift in the channel's economic model. The key was moving from demographic to behavioral targeting through the insight of the "window of opportunity." Instead of asking "who is our customer," we asked "when is our customer ready." Machine learning technology transformed this insight into a scalable system. The results were achieved despite adverse market conditions: a 22.2% increase in competition, consumer spending rationalization, and an active state of war. The strategy worked because of a deep understanding of a fundamental shift in consumer behavior — not because of a favorable environment. This case points to the future of performance marketing: from buying attention to buying moments. From bigger budgets to smarter decisions.