The problem
The first three months did not work. Minor wins, no breakout.
- Why now
- The funding round had stalled and needed a traction signal.
- What success meant
- A store rank investors would notice.
Objective
Primary objective
App Store rank
Supporting metrics
- Funding round closed
- Views
What Plutus did
Creator system
Recruited and managed creators for sports fans, and kept extending the campaign at no charge.
Testing system
Our creative strategist built a new hook and tested it through one UGC creator.
Optimization system
One video took the app to #1 in Canada and #3 in the US (Sports).
The learning
The biggest lesson was to keep testing when it is not working. The winning hook came after three months of misses. This gave the founder the traction signal that closed the round.
What happened next
The stalled funding round closed that week.
