A creative strategy deconstruction of Headway ads, covering hooks, headlines, landing pages, user personas and messaging pillars.
How I'd improve creative strategy for an account with 50k+ ads(Headway)
Published 2024.
In this October 2024 review, Shamanth Rao breaks down Headway’s creative strategy at a time when the app was running more than 50,000 ads. The analysis looks at the hooks and headlines used to open the ads, the landing pages they lead to, and the user personas and messaging pillars behind the campaigns.
What the walkthrough covers
- Hooks and headlines from Headway’s ad library.
- Landing pages and the connection between the ad and the next step.
- User personas and key messaging pillars.
- A Foreplay board of selected ads.
- Recommendations and an execution plan for creative strategy improvements.
Watch the recording to follow the examples and recommendations in context. This is an analysis of the account at the time of recording.
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Shamanth Rao is the founder of RocketShip HQ, a performance creative and growth marketing agency helping mobile apps scale through ad creatives, experimentation, and data-driven marketing systems. With over a decade in mobile user acquisition, he has managed growth for apps with hundreds of millions of installs across Meta, TikTok, Apple Search Ads, and Google. He hosts the Mobile User Acquisition Show podcast and has spoken at MAU, Pocket Gamer Connects, and App Promotion Summit.
