Thinking · Case Study
HealthyCell: what a supplement brand learned from a mismatch audit
Before producing anything new, we read what was already running and where it was pointing. The gap was the work.
This piece is now part of a longer guide: AppLovin creative: the complete guide.
HealthyCell is the clearest example we have of diagnosis being worth more than production.
Where we started
Not with a brief. With the existing library, and every destination it pointed at. The reason is simple: producing into an unexamined account means the new creative inherits whatever was already broken.
What the read showed
A library speaking to several distinct motivations, and a small number of destinations speaking to none of them in particular. The ads were doing the hard work of being specific and the pages were undoing it.
What we did about it
Built the ad and the page from one brief, as a matched unit, and tested them together rather than separately. The point is not that landing pages matter, everyone knows that. The point is that the ad and the page are one decision, and splitting them across two teams guarantees they drift.
What we would tell another brand
Run the audit before you commission anything. It costs nothing, it takes a day, and it routinely finds the cheapest improvement available in the account.