Moongate · B2C · sleep noise app
Remake one winning ad ~400 times with new hooks and use cases
Well over $1M spent on the concept
Workedpaid-social
What they did
Concept: absurd hook scene (e.g. 'I showed my husband the app and he passed out instead of picking up the kids' - wife opens door, husband asleep on couch, ~5s) then a slowly zooming glowing green orb with on-screen lines on benefits/features of green noise. ~100 versions of this ad, ~400 iterations of the concept: new copy per discovered use case (e.g. tinnitus masking) in users' own language, and different sleep scenarios (inside/outside, more or less absurd).
What happened
Lifetime spend well above $1M on the concept.
Related topics
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- Split ads into groups by format and message, each with its own budget
- On a small budget, put all ads in one group and pick winners weekly
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- Post on LinkedIn 2-3 times a week
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