“The testing framework created a shared language between performance and creative teams. Faster feedback, fewer dead ends, and a steady stream of winners.”‍

Liisi Korvenranta - Marketing @ Bought

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Problem

Bought needed a faster, repeatable way to learn which creative directions to produce next. New ideas weren’t getting clean delivery, learning cycles were slow, and evergreen campaigns heavily defaulted to spending on catalog ads, leaving the team guessing and stalling creative testing.

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Solution

Plug’s Creative Testing Framework allowed Bought’s in-house creative team to make creative testing a habit by:

• Fixing the test budget per concept
• Fair & defined spent per creative concept in a controlled setup.
• Simple creative intake that makes briefing seamless.
• Pre-defined winning criteria based on a defined success KPI, such as Cost Per Install.
• Time-boxed tests allowing identification of winning directions in days, not weeks.
• Graduated winners into the evergreen campaigns to compete for real budget thus completing the feedback loop.

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Results

• 20 creative directions tested over a span of 3 weeks.
• 6 winning directions graduated to evergreen (~30% hit rate)
• 3x increase in short-form video spend inside the evergreen campaign without constraining the Meta algorithm in any way.
• Graduated single-media winners delivered 2x better cost per in-app onboarding vs. catalog

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Impact

• Creative velocity up by 3x: Bought’s team now has a much better direction of what to create next, moves faster, and ships more varied concepts with intent.
• Clearer direction: validated themes and formats reduce guesswork and rework.
• Learn quicker: winners earn their way to bigger evergreen budgets; weaker ideas get parked quickly.
• Continuous improvement (next phase): Plug is expanding insights to highlight best/worst performing elements (hooks, visuals, offers, pacing) so future concepts are smarter from day one.

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