Scaling a Language Learning App

72% Growth in Trials and 4x Revenue with Creative Testing

Crux Media led our performance marketing efforts for over two years, fully managing existing channels and expanding into new ones. They were instrumental in helping us scale internationally while maintaining stable CAC. I highly recommend Crux Media for fast-paced, growth-oriented organizations.

The client is a technology-driven company focused on helping individuals worldwide speak English confidently through their mobile application. With a diverse user base that includes both B2C and B2B audiences, the app aims to unlock new opportunities for language learners globally. With our help, the company has gained substantial momentum, successfully securing Series A funding.

Scaling Globally Across Multiple Channels: They struggled to grow app installs and subscriptions at an efficient cost per acquisition (CPA) while managing campaigns across platforms like Apple Search Ads, Meta (Facebook & Instagram), Google UAC, TikTok, and others.

Limited Creative Flexibility: Their reliance on creative teams and external agencies made it difficult to extend the life of winning ads, as they lacked a streamlined process for iterating or remixing top-performing creatives.

Fragmented Creative Sources: Content and performance data were spread across multiple teams, agencies, and platforms, making it difficult to know which categories of ads (e.g., pronunciation-focused vs. conversational-focused) were running and how they performed.

We took a holistic, performance-driven approach focused on creative testing and optimization across multiple channels.

We tested up to 40 new ad variations each week, maintaining a consistent pipeline of fresh creative ideas. Around 10% of the ads were identified as top performers.

We experimented with video hooks to improve engagement metrics like thumbstop percentage and hold rate, crucial in determining whether users engage with an ad. We utilized three primary remixing techniques: Winning Ad with Different Starting Visual, Visual Shuffle to replace sections with fresh b-roll clips, and Audio Overlay with new visual content.

Through our strategic execution and creative optimization, we achieved remarkable improvements in performance while scaling the app globally. These creative variations contributed directly to the 72% increase in trial volume and the 4x revenue growth over a two-year period.

Let's discuss how we can help your business grow with our data-driven approach.