How Tango grew first-time purchases 330% by turning competitor creative insights into per-platform iterations.

Tango’s team had already built successful creatives with strong CTR. What they wanted was the next step: better conversion further down the funnel, and fresh inspiration for features and tags they hadn’t tried.

Alison ran an in-depth analysis of the category’s creatives from public sources, surfacing competitor creatives that had stayed live for up to two years, the strongest public signal that a creative is earning its budget. Reading those creatives through the same element lens as Tango’s own account, Alison identified the features and tags behind their longevity and turned the gaps into recommendations tailored to each platform.

Among them: shifting hair color from blonde toward black, broadening ethnicity representation toward Middle Eastern and Hispanic, and moving the logo from center to bottom left.

Tango implemented the recommendations as new iterations of three existing creatives, testing the element swaps rather than starting over.

The iterations delivered uplift across Tango’s accounts on Google and Moloco: +330% first-time purchases, +56% IPM, and +19% install CVR. Beyond the numbers, the category insights opened a testing pipeline of feature and tag combinations the team hadn’t previously considered.