SuperPlay - Cashout Now UGC

We executed a 3 month long, high-volume UGC collaboration with SuperPlay, producing modular performance-driven creative across multiple titles and campaign waves. The focus was not only on volume production, but on building a structured creative testing framework to identify scalable winning formulas. **Campaign Structure & Approach** Each month, we delivered multiple 60-second master videos, with 45s / 30s / 20s cutdowns optimised for paid UA across vertical and horizontal placements. Rather than producing isolated creatives, we implemented a **modular testing strategy**, allowing us to systematically identify what drives performance and replicate it at scale. **Creative Testing Framework** Across campaign waves, we tested and iterated on: - Creator demographics (gender, age, tone, energy level) - Hook structure (problem-solution, gameplay-first, social proof, urgency) - Video length and pacing - Editing style (fast-cut vs narrative build) - On-screen captions and motion graphics - Call-to-action positioning and phrasing - Gameplay emphasis (feature highlight vs emotional hook) By isolating and adjusting these variables, we were able to pinpoint high-performing combinations and replicate them across new concepts. **Performance & Scaling** - Identified repeatable high-performing creative angles - Replicated winning hooks across multiple creators - Increased creative production velocity while maintaining quality - Built a scalable UGC pipeline aligned with paid acquisition goals - Enabled rapid iteration based on real-time UA data feedback This structured approach allowed us to move beyond one-off UGC production and instead create a **repeatable creative engine** that continuously evolved based on performance signals. **Outcome** The collaboration resulted in a scalable UGC framework where learnings from each campaign wave informed the next. By combining volume, modular testing, and performance optimisation, we supported sustained UA growth while maintaining creative freshness across campaigns.