The problem
A niche medical app. Organic reach in this category is small.
- Why now
- The founder needed new creative for paid ads.
- What success meant
- MRR growth.
Objective
Primary objective
MRR
Supporting metrics
- App Store rank
- Paid ad performance
What Plutus did
Creator system
Recruited and managed creators for a health audience. Onboarding was slower than it should have been. The founder told us so. We made good with free creatives.
Testing system
Tested hooks and formats organically.
Optimization system
Moved the creatives into paid ads, where the organic flops became the best performers.
The learning
The biggest lesson was that videos that flop organically can do excellent in paid. Organic views are not the only test of a creative. This gave the founder a steady supply of ad creative from a channel he thought was dead.
