Why 90% of our creatives go nowhere (and why that’s exactly the point)

We test 70 creatives a month, but only a handful really matter

Let’s be honest: in the world of apps, everyone’s fighting for attention. Algorithms and budgets matter, but if your creative doesn’t stand out, you’re just another scroll in the feed. At our studio, we’ve learned that the real magic happens when you get your creatives right, and we’re not shy about putting this to the test.

Our creative playground: Testing, testing… and more testing

Every month, we roll out between 50 and 70 new creatives across our campaigns. That’s a lot of brainstorming, filming, editing,...! But here’s the kicker: only less than 10% of these creatives actually get significant spend and last more than a few weeks.

This process isn’t just about volume, it’s about learning fast, iterating, and always pushing for that next big idea.

What works for us:

- UGC is our bread and butter. We produce a mix of English and French content, tailored for each market. Real people, real stories, real results.

- Static images are rare in our mix, but when we do use them, they often surprise us with strong performance.

- We’re always on the lookout for the next creative trend, but we never lose sight of what makes our audience click, tap, and download.

We believe in balance. About 80% of our creative production is handled by our agency partners, who bring fresh ideas and professional polish. The remaining 20% is crafted by our in-house team, who know our apps and our users inside out. This mix keeps our content both innovative and authentic.

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It’s all about the hook!

In today’s world, attention is the real currency. Did you know that ads using user-generated content have four times higher click-through rates and 50% lower cost-per-click than average ads? That’s why we put so much energy into producing UGC in both English and French for our campaigns.

But it’s not just about what you show it’s how fast you grab attention. For Gen Z and younger audiences, the first 3 of an ad are crucial: if you don’t hook them immediately, they’ll scroll right by. That’s why we test so many different hooks and creative angles each month. Whether it’s a question, a bold statement, or a surprising visual, we know that a strong opening makes all the difference.

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And here’s another fun fact: 31% of consumers say ads with UGC are more memorable than standard ads. So, not only do these creatives perform better, they stick in people’s minds longer too!

- According to Google, creative quality drives up to 70% of campaign performance.

- Nielsen says creatives account for nearly half of an ad’s impact.

- And let’s not forget: the top 10% of creatives usually get the lion’s share of impressions and spend.

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In our experience, a single winning creative can outperform dozens of others and drive acquisition costs way down. We know that the creative process comes with a lot of trial and error. Honestly, most creatives end up in the recycle bin.

But here’s the truth: one single winning creative can change your entire business. That’s why we keep experimenting, testing, and pushing boundaries.
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It only takes one idea to make all the difference.