Prose needed to know which creative actually works.
Prose needed a channel beyond the same crowded inventory every DTC brand fights over on Meta and TikTok. They were already spending on AppLovin Ads, a format built for mobile games and only recently opening to DTC brands, but running on agency guesses and repurposed Meta creative. Flixr brought real mobile app advertising experience to the channel, testing six hypothesis-driven concepts through its Creative Velocity system.
6
Hypotheses tested
100%
Native casting, real performers
Spend without a system
Two things worth separating clearly: who Prose is as a brand, and what they actually needed from Flixr.
Prose is a considered, quiz-driven purchase: customers answer detailed questions about their hair and lifestyle before ever seeing a product. That's a brand story built for a slower, more deliberate decision, which sits awkwardly in a fast, native, gaming-adjacent feed like AppLovin Ads.
Prose was already scaling spend on AppLovin Ads, but without dedicated creative testing built for the channel. What existed was organic UGC and agency guesses, largely repurposed from the brand's Meta assets. Flixr came in to build out more creative and real testing on AppLovin Ads specifically, with new actors, new end cards, and real attention to the channel itself, including its gaming-skewing audience.
Six bets, one round
・Product-mechanism angle
Why Do Some Products Weigh My Hair Down?
・Personalization / quiz angle
What's My Hair Type, Actually?
・Problem-recognition angle
Why Does My Hair Dry So Fast?
・Damage / urgency angle
Why Are My Ends Splitting So Fast?
・Root-cause / education angle
Healthy Scalps Grow Healthy Hair
・External-factor / myth-busting angle
Does the Weather Actually Affect Your Hair?
Real people, wired to the test
Casting, talent, and filming were produced for this test and built to serve specific hypotheses. The personalized bottle shot works as visual proof of Prose's core differentiator, deployed inside a native format built for the AppLovin Ads feed.
Real human production, meaning casting, talent, and native performers, stays wired into the testing framework throughout. That's how results get traced back to the reason a concept worked.
Format matters here as much as casting. Prose's creative on AppLovin Ads plays as a full-screen, non-skippable video, the same forced-view format gaming placements have used for years. The click-through comes from an interactive quiz that plays as the end card once the video finishes, the same personalization mechanic Prose already uses on its own site, repurposed as the creative's actual conversion moment.
The same idea runs through Prose's own marketing: every bottle carries a real customer's name.
Proof a new channel isn't just splitting your Meta demand
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Every DTC brand asks this before shifting budget to a new channel: is this actually new demand, or the same customers reallocated. HealthyCell's bake-off gives a real answer, not a guess. The three native AppLovin Ads concepts, together, outperformed the brand's repurposed Meta baseline on both interaction and purchase, meaning the channel added demand rather than just splitting what Meta was already capturing.That's the argument for treating AppLovin Ads as a genuine diversification move, not a hedge that quietly cannibalizes existing spend.
Frequently Asked ( questions )
- Learn about your business and goals.
- We audit your creative system to identify bottlenecks, missed signals, and opportunities to accelerate learning.
- Explore how Flixr can support your creative needs.
- Answer any questions you have.