The problem
Airlearn had grown through influencer deals and paid ads. It had no structure for organic short-form content.
- Why now
- The team wanted to enter two new regions at once.
- Already tried
- Influencer collaborations and paid advertising.
- What success meant
- Store rank and downloads in both regions.
Objective
Primary objective
Downloads
Supporting metrics
- App Store rank
- MRR
What Plutus did
Creator system
Recruited and managed creators in each region.
Testing system
Tested hooks and formats per market.
Optimization system
Kept the formats that moved the chart.
The learning
The biggest lesson was that two regions can launch at once when each gets its own creators. This gave the team its biggest month ever in both MRR and downloads.
