Apps
2026
Pennyroot
An app install ad that explains money in eight seconds
$1.80
per install
Category
Apps
Year
2026
What we did
Scripts, creators, editing
A budgeting app with a long feature list. We cut it down to one feeling and a phone screen.
The brief
Pennyroot's ads explained every feature and sold none of them. Installs cost more each month.
What we made
We built every ad around one moment: checking a balance without dread. Creators filmed on their own phones, and the app screen did the rest.
What happened
Cost per install fell to $1.80 in the second week of the test, from $4.10 the month before.
Our installs got cheaper in the second week, and every Monday I knew exactly why.
Daniel Okafor, head of growth
From the ads
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