Lutech Sees 80%+ Installs from Playables with Prank Call: Fake Video Call
Lutech Ltd., a growing software technology company founded in 2021, has published a wide range of mobile apps. Among its portfolio, Prank Call: Fake Video Call has emerged as a global hit, earning over 10 million downloads to date.
As user acquisition (UA) competition intensified, Lutech faced challenges in scaling efficiently while improving return on ad spend (ROAS) results. The team also sought a more strategic, creative-driven approach to attract high-quality users and elevate overall campaign performance.
They turned to the creative automation platform Playturbo, wanting to enhance their ads with the goal of enhancing both performance and efficiency across Lutech's UA strategy.
The Solution: Custom Creatives Powered by Playturbo's Content Editor
To support Lutech's efforts, the Playturbo team analyzed the preferences of the target audience and developed a series of engaging playable creatives tailored specifically for Prank Call: Fake Video Call.
Mindworks created the initial playable ad concepts, including a “fake call” template with engaging live-action visuals. Building on this foundation, Lutech’s developers used Playturbo’s Content Editor to iterate and localize multiple versions that feature famous figures and influencers. This enabled rapid creative testing and optimization without relying solely on external production cycles.
The Results: Significant Uplift in ROAS and Conversion Performance
After launching customized playable creatives with Playturbo, Lutech saw a significant improvement in user acquisition and campaign effectiveness.
On average, Playturbo's interactive ads outperformed standard creatives by delivering 50% higher click-through rates (CTR), helping the team engage users more effectively. Within the first week of launching the new creatives, Prank Call: Fake Video Call achieved a 28% increase in D7 ROAS compared to pre-launch performance.
As Lutech continued to iterate creatives using Playturbo's Content Editor, the team launched multiple new assets. After the second and third rounds of creative deployment, daily install volume increased by 3% and 14%, respectively. These optimizations also led to a 40% increase in Day 7 ROAS.
In one of their latest campaigns, playable ads contributed to over 80% of total conversions, outperforming traditional formats with a 24% higher CTR and a 36% higher Install-to-Value Rate (IVR).
As campaign performance improved over time, Day 0 and Day 7 ROAS rose by an additional 10% and 11%, respectively, in the latest tracked week compared to the first week after launch.
"Playturbo's team demonstrated a deep understanding of our target audience and developed a series of highly engaging playable creatives tailored specifically for Prank Call: Fake Video Call. Their insights and creative direction gave our campaigns a strong lift from the start.
What's been equally valuable is the Content Editor, which has empowered our internal team to take ownership of our creative strategy, adapting and launching multiple versions efficiently over time to drive significant gains in our advertising performance. Combined with the team's ongoing strategic support and responsiveness, this collaboration has made a real difference in our campaign results."
— Tu Pham, Performance Leader at Lutech
If you want to take your campaigns to the next level with innovative, engaging playable ad creatives, don't hesitate to contact the Playturbo team to see Playturbo in action. Don't forget to also follow us on LinkedIn for the latest updates and insights!