02 - Elevate
Brain training that stops the scroll.
Three years of performance creative for Elevate, the Apple Editors' Choice brain-training app. I led the creative strategy that turned cognitive science into scroll-native social ads, building a test-and-learn engine of concepts that consistently beat the category and became the account's primary growth driver.
Unicorn rateCreatives that each drove 10%+ of total ad spend
Category rankAhead of Lumosity & BrainHQ for problem-solving
Apple Editors' ChoiceThe top tier of all apps, held 2021-2024
Brain training is a hard sell in a three-second feed. The strategy was to stop performing education and start performing curiosity - translating cognitive science into formats people already stop for: street interviews, genius challenges, vocab hacks, satisfying reveals. Each round tested a wide spread of concepts, then doubled down on the winners. Over three years that loop made creative Elevate's primary acquisition driver, fueling the company's record growth in 2023 while keeping CAC efficient as spend scaled.
Pearmill's creative team has contributed a great deal to our customer growth over the last 3 years. Our unicorn rate was an unprecedented 70.83%. The team consistently delivers high-quality new and iterative concepts. They are excellent at adapting social trends into performant ads. Their hard work helped us to achieve record growth in 2023!
Shane, CMO at Elevate
