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Loading…/// case study / mobile / subscription
Video-first creative engine that fed Meta + YouTube without burning the team out.
/01/ video views
0M/02/ click-through rate
0.0%/03/ cpv
$0.00/// the challenge
A subscription consumer app wanted to scale paid social across four global markets without standing up a twenty-person creative team. The internal UGC pipeline produced one new ad per week — nowhere near enough to feed Advantage+ and YouTube at the same time, let alone tested against four locales of cultural context.
/// our approach
Build a creative engine, not a calendar. Modular brief library, batched 12-shot UGC days every other week, and an AI-assisted edit pass that produced 30+ variants per concept across aspect ratios and locales. Pair that with a daily promote-and-kill ritual so winners moved into spend within hours and losers never blocked the queue.
/// execution
Not the full backlog. The three decisions the result actually hung on.
Designed a modular brief system: each concept was a hook + angle + CTA matrix that could be reshot in 45 minutes per variant, then assembled in post into 30+ ad units per concept.
Built an AI-assisted edit and localization pipeline that auto-generated 1:1, 4:5, 9:16, and 16:9 cuts in four languages, with manual sign-off only on the hero edit per language.
Ran a daily review with the brand team using a one-page promote-or-archive sheet — every test had a hypothesis written next to it, and every kill had a reason. Decisions took 15 minutes a day.
/// the result
18M video views in 120 days at a 9.3% blended CTR and $0.04 CPV — a 61% reduction against the prior baseline. The brand's in-house team kept the cadence running after handover, and creative throughput stabilized at 14+ tested concepts per week across four markets.
/// in their words
“We tripled our paid output without hiring a single new creative. The system did what a head of production was supposed to do.”
/// stack
30-minute call. We’ll map the unlock. No deck.