157% of download target achieved in month one.
Built Realm’s launch creative strategy, and every asset behind it, in the two weeks before going live.
Realm is a professional network for the music industry (part LinkedIn, part Upwork, part social feed). It was launching on Meta across iOS and Android with no ads, no tested messaging, and only static app frames to work from.
How I approached it
Tested the offer before the ads. Realm does a lot, so the first question was which promise to lead with. I ran competing value propositions against each other to find the one the audience actually bought into.
Turned that offer into pains for each early user type. The winning offer defined the core pains for each initial ICP. Each angle tied one pain to the feature that solved it, so a dense product read as simple at a glance.
Tracked which pain landed with which ICP. That gave us a map for everything after launch: what to scale, what to iterate and which formats to push.
Settled the format question early. We tested story-led against product-first, and UI-driven against lifestyle visuals. The winners opened on the musician’s frustration and then showed the fix inside the app.
Results
157% of download target in month one
Multiple angles beat benchmark
Founder increased ad spend after the first month
The launch offer and pain map became the foundation for every optimization round that followed.
Delivered
Meta video and static ads, feature walkthroughs, App Store and Google Play assets, full-funnel creative strategy.
“Working with Ale was seamless and efficient. He nailed the project with minimal input and delivered standout content that captured the heart of our product.” Michael, Founder, Realm
1 like · 45 views · May 8, 2025
Performance Creatives for App Launch
Timeline
Feb 18, 2025 - Mar 21, 2025
