From Bottleneck to Breakout: CrazyLabs Unlocks a 40% SoV with Sett
0%
Share of Voice driven by a single top-performing video
0+
variations on the creative winner
0%
revenue growth in just 4 weeks
Sett helped us move at the speed of trends. We went from iteration in days to real-time scaling, driving one creative to 40% share of voice.
— Name, Job title @ Crazy Labs
The Challenge
Glow Fashion Idol lives and dies by trends. Its gameplay mirrors fast-moving style culture, demanding a constant flow of fresh, high-quality creatives.
CrazyLabs knew the formula: more creative shots = more chances at a hit. The bottleneck was execution at scale: the volume and speed required to keep UA performance on top.
With Sett
Sett delivered fresh AI-generated batches every week, enabling CrazyLabs to run side-by-side creative tests and feed results directly back into the platform.
The agentic AI combined real-time performance data with creative metadata to propose new hooks, formats, and audiences within each testing cycle.
Once the first signs of a winner appeared, both teams doubled down in a collaborative sprint, producing over 100 variations in just one month, exploring cuts, pacing, and styling tweaks to maximize performance.
What once took weeks of iteration happened in days, unlocking massive velocity without burning out the team.
The Results
A single video scaled to 40% of UA spend, driving breakout share of voice performance. App revenue surged +246% in just four weeks, with consistent week-over-week growth. Time to creative testing dropped dramatically, happening in just a few days instead of weeks.
Founded: 2010Major Games: Glow Fashion Idol, ASMR Slicing, Acrylic Nails
CrazyLabs is one of the top mobile game publishers worldwide, known for global chart-topping hits across casual, hybrid, and hyper-casual genres. With over 5 billion downloads, they blend trend-driven creativity with data-fueled execution, and are now embracing AI to take creative performance even further.
