Main Approach
Applica adopted an iterative and flexible approach, ensuring rapid adaptation to market dynamics and client needs. The strategy focused on:
- Restructuring the client’s analytics setup for reliable attribution and performance tracking.
- Concentrating resources on high-performing channels (e.g., Apple Ads) to hit performance KPIs and scale spend efficiently.
- Rapid testing and production of creatives to identify winners quickly.
- Prioritizing humor and relatable themes over traditional educational messaging to increase engagement.
- Expanding geographically from Tier 1 and Asia into LATAM and Tier 2–3 regions to uncover profitable pockets of demand.
User Acquisition Details
Since February 2024, Applica has been driving user acquisition on iOS through Meta Ads, Google Ads, TikTok Ads, and Apple Ads. The strategy initially targeted Tier 1 countries and Asia, later expanding into LATAM and Tier 2–3 regions to capture additional growth opportunities. Campaigns were primarily directed at women aged 21–55, while also reaching a broader mixed audience.
Top-performing GEOs
Creatives Approach
At the scaling phase, Applica tested more than 10 creative concepts per week, with 2–6 variations per concept. This high-frequency pipeline enabled continuous discovery of top performers.
The testing methodology included:
- Running initial tests on Android before scaling to iOS.
- Evaluating creatives on CPT, CTR, Hook Rate, and Hold Rate during testing.
- Post-test evaluation focused on purchase conversion, revenue, and ROAS.
- Keeping creatives active only while delivering acceptable performance.
Top-performing formats:
UGC (both real and AI-generated) and motion videos consistently outperformed static ads.
Top-performing formats
Creative Insights summary
In a crowded and utility-driven category like language learning, humor and relatable social scenarios outperformed dry educational messaging. A relatable actor and accessible context helped overcome language barriers even for beginners.
