In 2023, what3words set out to establish benchmarks for paid advertising on social platforms, and then we developed a streamlined process for quickly ideating and iterating on creative concepts, continually trying to ‘beat the control’. Creative studio and growth team became one as we eyeballed the weekly CPI data and pushed our ideas to the max, working across 9 markets and in multiple languages
One simple concept – an editing technique more than anything – proved exceptionally impactful. We doubled down on its success, iterating on it across all our markets, decreasing our CPI by up to 64% in testing.