-36%
Cost per install, 60 days
40
Assets shipped, 8 weeks
+58%
Week-4 retention
5
Markets, local creative
The challenge
Growth in APAC had stalled: cost per install was rising every month and a single hero video was running on 80% of spend. Localisation was minimal — the same English creative ran in five markets with different compliance rules and different objections.
What we did
We built a UGC pipeline with local creators, produced 40 assets across six angles in eight weeks, and ran a structured test matrix where each week's winner became the next week's control.
Compliance review ran in parallel with production so nothing stalled in legal, and market-specific disclaimers were baked into the templates instead of patched in afterwards.
Compliance review ran in parallel with production so nothing stalled in legal, and market-specific disclaimers were baked into the templates instead of patched in afterwards.
“They built the production line we kept talking about. Creative volume stopped being the bottleneck in the second week.
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