--- title: When everyone knows your brand, what is User Acquisition really for? description: How should well-known brands use app user acquisition? Aeroméxico, Walmart and Rocket Lab on intent, timing and post-install value at App Growth Summit 2026. image: https://blog.rocketlab.ai/hubfs/Event%20Vertical-2.png --- [![logo\_\_white](https://blog.rocketlab.ai/hubfs/logo__white.svg) ![Logo\_RocketLab](https://blog.rocketlab.ai/hubfs/Logo_RocketLab.svg)](https://www.rocketlab.ai/?hsLang=en) - [SOLUTIONS](https://www.rocketlab.ai/?hsLang=en) [First-impact Ads](https://www.rocketlab.ai/solutions/fia?hsLang=en) [Apple Search Ads](https://www.rocketlab.ai/solutions/asa?hsLang=en) [Programmatic Ads](https://www.rocketlab.ai/solutions/programmatic?hsLang=en) [Reach Beyond](https://www.rocketlab.ai/solutions/reach-beyond?hsLang=en) [Braze](https://www.rocketlab.ai/braze?hsLang=en) - [SUCCESS STORIES](https://www.rocketlab.ai/success-stories?hsLang=en) - [PARTNERS](https://www.rocketlab.ai/partners?hsLang=en) - [PUBLISHERS](https://www.rocketlab.ai/publishers?hsLang=en) - [COMPANY](https://www.rocketlab.ai/about-us?hsLang=en) [Hiring](https://www.rocketlab.ai/hiring?hsLang=en) [About us](https://www.rocketlab.ai/about-us?hsLang=en) [CONTACT US](https://blog.rocketlab.ai/en/user-acquisition-for-well-known-brands#popup_contact-us) ## Contact Us # When everyone knows your brand, what is User Acquisition really for? ![estrategias-ASO-app-posicionamiento](https://blog.rocketlab.ai/hs-fs/hubfs/estrategias-ASO-app-posicionamiento.jpg?width=1024&height=576&name=estrategias-ASO-app-posicionamiento.jpg) For brands like Aeroméxico and Walmart, awareness is rarely the main challenge. Millions of people already know the brand, understand what it offers, and may interact with it several times before ever downloading the app or making a purchase.   So what role does User Acquisition play when you don't need to introduce yourself?   That was the starting point of a main stage conversation at **App Growth Summit Mexico City 2026**, where **Nicolas Cony from Rocket Lab** joined **Sofía Marisol Silva Perales from Aeroméxico** and **Erick Bruno Flores Falcón from Walmart** to discuss how UA is changing for highly recognized brands.   The conversation moved beyond acquiring users at the lowest possible cost and into a more complex question: **how do you identify intent, reach users at the right moment, and turn existing demand into valuable app users?**   ## **For established brands, UA is increasingly about timing** A user looking for a flight today may have no intention of traveling three months from now. Someone browsing during Hot Sale or Buen Fin behaves differently from the same customer during a regular week. That makes context a fundamental part of acquisition. For businesses where demand fluctuates based on seasonality, promotions, travel plans, purchasing cycles, or individual needs, the opportunity is not simply to reach as many people as possible. It is to recognize the moments when a user is more likely to act and build the acquisition strategy around them. This changes the role of UA. Instead of asking only *who can we acquire?*, teams also need to ask *when is this user most valuable to acquire?*   ## **Brand recognition doesn't automatically translate into app conversion** Being a well-known brand gives companies an advantage, but it does not guarantee that users will choose the app, download it at the right moment, or complete a transaction there.   User Acquisition can help bridge that gap. For a brand with strong existing demand, some campaigns may be capturing users who are already close to taking action. Others may introduce the app as a more convenient way to interact with a company they already know. Different channels and audiences can therefore play very different roles, even when they ultimately contribute to the same business objective.   The challenge is understanding where UA is genuinely adding value instead of assuming every acquired user represents entirely new demand. That distinction becomes especially important as acquisition strategies mature. ## **The value of an acquired user can't end at the install** For companies like Aeroméxico and Walmart, the path to conversion is rarely one interaction long. A customer may search, compare, visit different channels, return days later, download the app, and only then complete a purchase.   Evaluating UA exclusively through installs or an initial acquisition cost can therefore give an incomplete picture. A better question is what happens after acquisition. Does the user purchase? How quickly? Do they return? What value do they create over time?   This is where acquisition becomes much more connected to the rest of the customer journey. The quality of a user depends not only on the cost of bringing them into the app, but on what that relationship ultimately contributes to the business. ## **High-demand moments require a different acquisition strategy** Seasonality made this conversation particularly relevant for both retail and travel. Events such as **Hot Sale, Buen Fin, Travel Days, and the holiday season** create windows where user intent rises sharply. But higher demand also means more competition, more media pressure, and often higher acquisition costs.   The answer cannot simply be to spend more during every peak. Teams need to understand how user behavior changes before, during, and after these moments, which audiences are worth prioritizing, and what role each acquisition channel should play at each stage.   The brands that make the most of peak periods are not starting from zero when demand arrives. They already understand their users, the signals that indicate intent, and how acquisition fits into a broader strategy. ## **UA is becoming closer to the business** That may be the biggest shift in how mature brands approach User Acquisition. The goal is no longer simply to generate more installs. It is to understand when acquisition creates incremental value, which users are worth acquiring, and how media can respond to changes in intent and demand.   For brands with strong recognition, growth does not necessarily come from convincing more people that the brand exists. It comes from being relevant when a customer is ready to act and making that moment count. **The question is no longer just who you can acquire. It is who, when, and for what business outcome.**   **Want to rethink how User Acquisition fits into your app growth strategy?[Get in touch](https://www.rocketlab.ai/?hsLang=en) with our team today.**   ## FAQs #### **What is the role of User Acquisition for well-known brands?** For established brands, UA can help convert existing awareness and demand into valuable app users by identifying the right audiences, moments, and contexts for acquisition.   #### **Why does timing matter in app User Acquisition?** User intent changes depending on factors such as seasonality, promotions, travel needs, and purchasing cycles. Reaching users when their intent is higher can make acquisition more relevant to the business outcome.   #### **How should brands measure the value of an acquired app user?** The install is only the starting point. Teams should also consider post-install behavior such as purchases, repeat activity, retention, and long-term value to understand what acquisition is actually contributing. Want to rethink how User Acquisition fits into your app growth strategy?[Get in touch](https://www.rocketlab.ai/?hsLang=en) with our team. ## About Author Nicolas Cony, Sr. Sales Manager at Rocket Lab. Rocket Lab is an App Growth Hub that integrates multiple solutions to help companies and their apps achieve their business goals through attraction, acquisition, and engagement strategies. Its solutions include Apple Ads, OEM advertising, programmatic media, and ad networks, supporting brands across the entire app lifecycle. ![Captura de tela 2026-03-31 111045](https://blog.rocketlab.ai/hs-fs/hubfs/Captura%20de%20tela%202026-03-31%20111045.png?width=1356&height=516&name=Captura%20de%20tela%202026-03-31%20111045.png) ![Blog cover (89)](https://blog.rocketlab.ai/hs-fs/hubfs/Blog%20cover%20%20(89).png?width=1024&height=576&name=Blog%20cover%20%20(89).png) ![Blog cover (89)](https://blog.rocketlab.ai/hs-fs/hubfs/Blog%20cover%20%20(89).png?width=1024&height=576&name=Blog%20cover%20%20(89).png) ![Blog cover (89)](https://blog.rocketlab.ai/hs-fs/hubfs/Blog%20cover%20%20(89).png?width=1024&height=576&name=Blog%20cover%20%20(89).png) --- ### Subscribe to our newsletter ### Recent Posts ![](https://blog.rocketlab.ai/hubfs/Cover%20Blog_Casos%20de%20exito%20(1)-2.png) Published Sep, 29, 2026 ##### [How Farmatodo grew first purchases by 296% and cut CPA by 68%](https://blog.rocketlab.ai/en/farmatodo-case-study-first-purchases-cpa?hsLang=en) [Read more](https://blog.rocketlab.ai/en/farmatodo-case-study-first-purchases-cpa?hsLang=en) ![](https://blog.rocketlab.ai/hubfs/R-Voices_Cover%20Blog_TEMPLATE%20(20).png) Published Sep, 23, 2026 ##### [How starting Discovery now can help Apple Ads deliver more during peak season](https://blog.rocketlab.ai/en/apple-ads-discovery-peak-season-keywords?hsLang=en) [Read more](https://blog.rocketlab.ai/en/apple-ads-discovery-peak-season-keywords?hsLang=en) ![](https://blog.rocketlab.ai/hubfs/R-Reels_Cover%20Blog_TEMPLATE%20(7).png) Published Sep, 09, 2026 ##### [The cheapest install is not always the best investment](https://blog.rocketlab.ai/en/lifetime-value-vs-cpi-mobile-app-growth?hsLang=en) [Read more](https://blog.rocketlab.ai/en/lifetime-value-vs-cpi-mobile-app-growth?hsLang=en) ##### [All posts](https://blog.rocketlab.ai/en) ##### [Rocket lab](https://blog.rocketlab.ai/en/tag/rocket-lab) ##### [Case studies](https://blog.rocketlab.ai/en/tag/case-studies) ##### [Rocket voices](https://blog.rocketlab.ai/en/tag/rocket-voices) [![Logo(1)](https://blog.rocketlab.ai/hubfs/Logo(1).png)](https://www.rocketlab.ai/?hsLang=en) - [![linkedin](https://blog.rocketlab.ai/hubfs/linkedin.png)](https://www.linkedin.com/company/rocket-lab-unlock-new-growth-today/about/) - [![instagram](https://blog.rocketlab.ai/hubfs/instagram.png)](https://www.instagram.com/rocketlabsquad/) - [![youtube](https://blog.rocketlab.ai/hubfs/youtube.png)](https://www.youtube.com/channel/UCrdlfd2d5ocxr0mbNwFrFig) - [![apple-podcasts 1-1](https://blog.rocketlab.ai/hubfs/apple-podcasts%201-1.png)](https://podcasts.apple.com/es/podcast/hablemos-de-mobile-marketing/id1560175049?l=en) - [![Component 1(2)](https://blog.rocketlab.ai/hubfs/Component%201(2).png)](https://open.spotify.com/show/6fuFRcLX4a6JLj7DLR21AC)