Celebs

Overview:

Celebs, a fun and engaging app that lets users discover their celebrity lookalikes, had built a strong foundation with very strong ROAS.

As they continued scaling, they sought new creative winners to sustain their momentum and performance. RocketShip HQ partnered with Celebs to systematically test new ad formats and unlock scalable creative winners.

Challenges:
📈 Expanding the creative pipeline – While a lot of ads had been tested, these were in a limited number of formats, so a key priority was testing and validating new formats to unlock these wins.
💰 Established category – While past ads performed well, the bar was very high as a LOT of concepts had been tested. The team wanted to ensure that new creatives could sustain or improve performance.
🎯 Boosting engagement metrics – The goal was to push CTR, Hook Rate, and Thumb Stop Ratio even higher by identifying more engaging creative formats.

How RocketShip HQ achieved these results
We leveraged structured creative testing, data-driven optimizations, and trend-based iterations to ensure each ad concept had the potential to scale.

1. Rigorous ideation to surface new formats and ideas
Through deep ongoing research using an AI-first workflow, we unearthed multiple new formats, angles, hooks, and visual hooks to generate new ideas.

2. Engagement-and-conversion first production
We focused on high-impact opening visuals and trend-driven concepts to turbocharge early engagement.

AI-native iteration
We analyzed performance metrics across CTR, Hook Rate, and CPI to pinpoint the most effective creative formats, messaging, and angles.

Key Takeaways for Scaling Performance

• ✅ Frameworks win – Strategically testing a wide variety *and* quantity of frameworks resulted in unearthing exactly what worked.
• ✅ High Hook Rate = Lower CPI – Strong opening visuals increased engagement and directly translated into acquisition costs.
• ✅ Speed is critical – Regularly testing 12+ creatives per week ensured we could consistently find new potential winners.