How Hook Optimization Helped AirTuner Skyrocket App Installs and ROAS with Authentic UGC

When it comes to user acquisition, grabbing attention in the first three seconds can make or break your campaign. AirTuner (Timber Apps), a platform offering access to thousands of live radio stations, wanted to boost their return on ad spend (ROAS) and app installs across the US market. The challenge? Standing out in a crowded app ecosystem and moving beyond generic AI ads.

At Wizads, we knew the solution was to lean into authenticity with user-generated content (UGC) and a rigorous approach to creative testing.

The Approach

🎯 Hook A/B Testing

We started by producing a series of UGC testimonial videos—reels and stories—each featuring a different opening hook. From eye-catching statements (“You won’t believe this app exists…”) to problem-solving intros, our goal was to see what would make viewers stop scrolling.

To evaluate performance, we measured:

• Early engagement (3-second views)
  
  
  

• Click-through rates (CTR)
  
  
  

• Conversion rates (CVR)
  
  
  

⚡ Rapid Iteration

Speed was essential. We kept turnaround to three business days from brief to delivery. Using a female US-English creator ensured the content resonated with the target audience, replacing the less effective AI-generated ads.

🌎 Scale and Adapt

Once we identified the top-performing hook, we scaled it quickly. The winning creative was translated and adapted for other English-speaking markets and new language regions to maximize impact.

The Results

The outcomes exceeded expectations:

✅ +100% CTR compared to prior paid creatives
✅ +120% Sales Lift in US campaigns
✅ 45% higher CVR than any creative from the past year

The campaign demonstrated that authentic, well-tested hooks are the key to unlocking performance in modern paid social.

Key Takeaways for Brands

• Test More Hooks Early: Don’t guess what will resonate. Test multiple hooks and let the data decide.
  
  
  

• Move Fast: Creative fatigue sets in quickly. Rapid iteration keeps campaigns fresh.
  
  
  

• Authenticity Wins: UGC outperforms polished, scripted ads, especially in app installs.
  
  
  

If you’d like to explore how hook optimization and authentic UGC can boost your growth, let’s talk.