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Although you will show the initial message to all known visitors, you do need to create several segments. Create a segment of visitors who have not completed the specific action of using the new feature so you can include them in the campaign. Additionally, create a segment of visitors who have already adopted the new feature OR have clicked "Get the App" so you can exclude them from seeing any subsequent messages.
Begin by creating several global goals for this campaign to assess the overall impact of the message. Goals could include: downloaded the new app or widget, watched an instructional video, clicked on a learn more link, completed an online registration process, or opted out of the service altogether. Setting up these goals will give you more insight into how this campaign (and others) is performing.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play: