Performance Creatives

Alejandro Arrazola

Verified

Performance Creative for a Category-Defining Music App

🔍 The Challenge

Realm was launching a new kind of music app... A hybrid between LinkedIn, Upwork, and a social platform, built specifically for the music community. From session drummers to producers to engineers, the app brought together every type of music professional into one connected ecosystem where they could showcase work, offer services, and collaborate.
But at launch, they had no marketing assets, no performance-tested messaging, and only static app frames to work from.
Their goals were clear:
Launch across Meta Ads (iOS + Android)
Drive downloads from day one
Make a visually dense, feature-rich product feel intuitive and essential

🎯 The Objective

Build a full suite of creative that didn’t just look good... It had to convert... FAST
That meant translating Realm’s complex toolset into emotional, high-performing ads that immediately resonated with their most valuable early users, while defining the brand’s entire creative direction.

🎨 The Execution

I partnered directly with the founder two weeks ahead of launch to streamline creative approvals and avoid bottlenecks. We prioritized speed + clarity, so we could learn from performance data early and iterate fast.
Delivered:
Meta ad videos + statics
Feature walkthroughs
App store assets for both platforms
Full-funnel campaign creative strategy
Each batch targeted a core avatar, the 20% of users most likely to drive early traction. By deeply understanding their pain points, we built avatar-specific ad angles that positioned Realm as the tool they’d been missing.
We tested:
Emotional storytelling vs. product-first walk-throughs
UI-driven explainer cuts vs. clean lifestyle-style visuals
Multiple hooks and CTA variations tied to user pain
The best performers merged storytelling and precision. They made users feel the power of the platform while clearly showing how Realm solved real creative problems.

📈 The Results

Within the first month:
Download targets were smashed
Multiple creative angles outperformed benchmarks
Client doubled down on ad spend to fuel growth
Over the next 3 months:
We cut CPI by over 80%
Winning ads remained in rotation with only small refinements (no full refresh needed).
Creative insights directly informed product team decisions

💡 Why It Worked

Most teams launch with vague brand ads. We launched with clarity, emotional precision, and creative differentiation.
Instead of explaining features, we showed why they mattered, and positioned Realm as the creative partner musicians didn’t know they were missing.

✅ Scope

Creative direction
Messaging development
Motion design + static ads
Meta Ads, App Store, and Play Store assets

🗣 Client Feedback

“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.”
Like this project

Posted May 8, 2025

Performance Creatives for App Launch

Likes

0

Views

6

Timeline

Feb 18, 2025 - Mar 21, 2025

Clients

REALM

Video Production for Identifee
Video Production for Identifee
Product Video Ads for ILNP
Product Video Ads for ILNP
UBE Expo Promo
UBE Expo Promo
DAE Shampoo Ad Creatives + Meta Campaign
DAE Shampoo Ad Creatives + Meta Campaign

Join 50k+ companies and 1M+ independents

Contra Logo

© 2025 Contra.Work Inc