Case Studies
Real work.
Real results.
A selection of engagements across growth, ASO, SEO, and operations — showing what's possible when strategy and execution are properly aligned.
App Store Optimisation
App Store Optimisation · Mobile Growth
The challenge
The UK's leading horse racing publisher had tried multiple approaches to improve their App Store rankings, but the results never stuck. Competing apps were consistently outperforming them despite Racing Post's strong brand recognition.
What we did
We audited their full App Store presence — evaluating past activity, gathering data from App Connect, AppTweak, Appsflyer, and Google Trends, and building bespoke metrics to identify exactly why previous efforts hadn't held. The output was a 15-point action plan covering keywords, listing copy, visuals, and CTAs. New creative assets were A/B tested to find what resonated with their specific audience.
Results (year on year)
"The Miratrix ASO audit has truly changed the performance of our organic app acquisition."
Sam Nixon, Performance Marketing Executive — Racing PostApp Store Optimisation · Keyword Strategy
The challenge
EyeFitU — a smart size-matching shopping app — needed to build a stronger presence in the UK and German App Stores and be visible alongside the fashion brands their product supported. They had useful paid acquisition data but no clear organic strategy.
What we did
We ran a full ASO audit using App Connect, AppTweak, Tune, and Google Trends, creating bespoke metrics to identify underperforming areas. We then optimised keywords, updated screenshots to improve social proof, and condensed paid spend into a tight pre-Christmas window to drive install velocity — boosting organic ranking at the most valuable time of year.
Results
"We are ranking number 1... how cool is that!? Great job!"
Henrik Steffensen, Head of Marketing — EyeFitU
SEO · Mentoring · Operations
SEO Strategy · Team Upskilling · 18-Month Engagement
The challenge
Ubuntu had a skilled marketing team but lacked SEO expertise. They needed to compete with major cloud providers for search visibility — but more than a quick fix, they wanted to build the internal capability to own their SEO permanently.
What we did
What started as an SEO audit grew into an 18-month embedded engagement. Using Python and cloud storage to handle a site running to millions of pages and backlinks, we built bespoke scripts for the internal team to use independently. We ran cross-departmental workshops with PR, marketing, development, and content teams, and moved from weekly to monthly meetings as each team developed the skills to take work forward themselves.
Results
"While the project might have been a bit painful [for Miratrix] I would give it 9/10."
Thibaut Rouffineau, VP Marketing — Ubuntu / CanonicalSEO Audit · Site Architecture · Content Strategy
The challenge
Snapcraft — the universal Linux app marketplace and sister company to Ubuntu — needed to improve visibility for major app names like Skype, Slack, and Spotify. Their site architecture was fragmented, pages lacked basic on-site optimisation, and there was no clear content strategy to help search engines understand what each page was about.
What we did
We ran a full SEO audit covering keyword selection, content structure, page load speeds, page hierarchy, and UGC. We reorganised the site architecture to enable traffic for a broader keyword set, improved product listing pages, and created a roadmap for UGC-based content generation that could scale without additional copywriting resource.
Results
"The results gained over the first 3 months have been better than expected!"
Thibaut Rouffineau, VP Marketing — Canonical / Snapcraft
Growth · Web3 Media
Head of Growth · Web3 Media · Community & Distribution
The role
The Defiant is one of the leading media platforms in the Web3 and DeFi space. As Head of Growth from April 2021 to June 2023, I led audience development, content distribution, community engagement, and podcast and livestream production.
What I built
I developed and executed the growth strategy across social, newsletter, podcast, and community channels — building the systems and processes that allowed the team to scale content output and audience reach without proportionally scaling headcount. A key focus was community-led distribution, turning the audience into an active growth channel.
Results