Mosaic Group · B2C · app portfolio company
Move ad designers to a different app every couple of months
More varied creatives, so winning styles became clear; no numbers
Workedpaid-socialteam-process
What they did
Since Google and Meta are black boxes where you only set bid and budget, creative is the main lever. Always keep a share of creatives in each campaign experimental/unproven. Because every designer has a personal style that leads to 5-10% tweaks, rotate creative team members across products every couple of months (within brand guidelines) and occasionally bring in a new designer told to 'go wild', then double down on styles that win.
What happened
Guest says rotation produced more creative diversity so they could pick winners and learn which styles resonated.
In their words
Sub Club by RevenueCat · Why Most Apps Hit a Revenue Ceiling (and How to Plan for It) — Patrick Falzon, The App Shop“And then two, one tactical tip I give people a lot is rotate designers on your project.”
“So, we tried to get in a rotation of we'd actually, for our creative teams, rotate them across products. So, you'd work on this product for a couple months, and then you'd rotate to another product for a couple of months.”
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