Maxed is an app that grows on creative variety: hooks, creator angles, and proof before the budget expands. A small growth team cannot manually negotiate, brief, and review dozens of clip variants.
Installs were the KPI. Broad paid social was the default that no longer paid for itself. Maxed needed creators posting qualified clips, and a treasury that paid only when those posts went live.
The issue
Paid social CPMs climbed while creative fatigue set in after a handful of static ads.
Install attribution was noisy when creators posted outside a tracked workflow. The cost of staying on CPM-only paid social is spend that scales impressions and still misses installs.
Without a clip standard, every new hook was a negotiation. Without a live-post payout, budget leaked into drafts. Maxed could not hire a full UA agency for every creative iteration.
What we did
Clippy generated brief variants. Creators submitted qualified clips for approval.
Payouts triggered on live posts that met spec, not on promises or drafts. Installs were compared clip-to-clip so Maxed reallocated toward winning hooks.
The retainer line stayed at $0. The work lived in Clippable: brief, approve, pay on live, scale the hooks that produced installs.
Installs first. Payouts only on live posts.
Creators posted qualified clips. Approval happened before anything went live. That is the standard Maxed could scale without a retainer.
Treasury paid only when those posts went live. Drafts and delisted clips did not burn budget.
Hooks scaled on attributed installs, not on which static ad had the highest CTR in a fatiguing paid set.
Maxed treated organic like a performance channel: test, measure, scale without hiring a full UA agency for every creative iteration.
