Dia dos Namorados is one of Brazil’s biggest commercial moments, and on the App Store, intent is at its peak. The apps that win aren’t just visible. They’re built to capture search, dominate placements, and convert instantly with the right product pages and deep links.
A user in São Paulo opens the App Store looking for a last-minute gift. Another in Rio is comparing perfume prices across three apps. Someone else is searching for a dinner reservation.
Same intent. Same moment. But only a few apps actually win the download.
Dia dos Namorados (June 12), Brazil’s lovers’ Day, is one of the biggest commercial spikes of the year, driven by emotion, urgency, and high purchase intent. And in a market where most discovery starts on mobile, winning the app download is the difference between visibility and revenue.
This is how great apps boost their Apple Ads campaigns to do it.
1. Own High-Intent Search with Portuguese Keyword Precision
82% of Brazilians celebrate Dia dos Namorados, and 62% actively buy gifts for their loved ones during this occasion, making Dia dos Namorados a search-heavy event. App marketers should target keywords reflecting this gifting intent and localize them for Brazil.
Core keyword groups:
● “presentes dia dos namorados” (valentine gifts)
● “ideias de presente” (gift ideas)
● “presente para namorado / namorada”
● “entrega rápida” / “entrega hoje”
Source - https://business.ecglobal.com/en/love-and-economics-the-impact-of-valentines-day-2024-on-brazilian-commerce/
2. Align custom product pages with Search Intent
The apps that win feature multiple custom product pages for their Apple Ads campaigns, each one aligned to a specific keyword intent.
Examples:
Keyword: “presente para namorada”. Custom product pages messaging:
● Gifts for her
● Romantic visuals
● Beauty & fashion focus
Keyword: “entrega rápida”. Custom product pages messaging:
● Same-day delivery
● Speed-focused messaging
● Urgency cues
Most effective creatives during Dia dos Namorados in Brazil feature Portuguese messaging, a romantic tone usually stronger than Western Valentine’s, and visual elements that reflect couples, gifting, and emotional storytelling.
3. Use Deep Linking to Remove Friction Post-Install
The moment after installation is critical. App marketers should use deep linking to redirect users directly to:
● “Top gifts” sections
● Category pages (e.g. perfumes, fashion)
● Jewelry collections
Deep linking helps turn installs into immediate conversions in high-intent windows when users are time-sensitive, and decision fatigue is high.
4. Own the Entire App Store Journey With Multi-Placement Strategy
While search results ads are the biggest drivers of capturing search intent, leading apps focus on dominating all ad placements on the App Store:
1. Search results ads
● Bid aggressively on high-intent keywords like “presente para namorado” and “entrega rápida”
● Focus on conversion efficiency with tailored custom product pages and deep links
2. Search tab ads
Capture users before they search
Ideal for:
● Driving broad visibility during key seasonal moments such as gifting occasions
● Reaching users at the start of their App Store discovery journey
● Building awareness among users exploring apps on the App Store
Search tab ads are shown before a user begins searching, helping brands maximize visibility and reach across a broad audience.
3. Today tab ads (mass awareness)
Premium placement with high visibility. Best for peak traffic days when users are exploring apps. Create momentum for seasonal campaigns, launches, and key cultural moments.
4. Product pages ads
Reach users as they browse and compare apps within relevant shopping categories.
Final Thought
Dia dos Namorados compresses weeks of intent into days, but inside the App Store, that intent is structured, searchable, and ready for capture.
The apps that win follow a structured Apple Ads approach:
● Capture intent with precision keywords
● Convert with custom product pages
● Remove friction with deep linking
● Maximize discovery with multiple ad placements
Because in that critical moment when a user searches for the perfect gift, the winning app should be both present and feel the most relevant.
