Wonster Words

🧠 The Challenge:
Wonster Words is an established app that is several years old and had a long-standing top-performing ad that consistently delivered strong results. However, despite testing new creatives, the team struggled to outperform this legacy asset.

Performance was stagnating, and costs were beginning to creep up, and it was time for a shake-up.

The marketing team needed a fresh, systematic approach to break through stagnation and unlock new growth, something that could deliver lower Cost per Trial while improving retention-driving metrics like CTR, Hook Rate, and Install Rate.

🧪 The Strategy:

The team rolled out a new creative strategy centered on extensive weekly testing of new concepts. This approach was guided by AI-assisted creative deconstruction analysis of top-grossing apps within the category and beyond.

In just 2 months, the team:

1. 💡Developed 20 distinct concepts
2. 🎥Produced ~80 ad variants
3. 🧠Focused on storytelling, relatability, and emotional resonance with parents.
4. 🔁 Ran weekly testing cycles prioritizing fast iteration, learning from what worked (and what didn’t) each week

This allowed the team to move away from guesswork and toward data-informed creative production.

📈 The Results (aka the fun part!)

Within weeks, multiple new ad winners emerged, finally outperforming the long-time top ad across multiple key KPIs

1. 🚀 Click-Through Rate (CTR) jumped by +48%
2. 📲 Install Rate (IR) improved by +31%
3. 🎯 Cost per Trial Start dropped by -32%
4. 👀 Thumbstop Ratio increased by +66% — more people paused, watched, and engaged

🔑 Why It Worked

• ✨ AI insights → Showed what emotional triggers and formats were trending
• 🧪 Consistent testing → Let winners rise fast without overthinking
• ❤️ Relatable stories → Turned parents’ everyday struggles into scroll-stopping moments