8.2M+ reach in 47 daysProblem-led creator content drove 65% of conversions

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Man Matters Social Native Ads case study – app installs campaign by Popbrain

Performance at a glance

8.2M+

Total reach

1.66%

Click-through rate

65%

Of conversions from hair fall and beard growth hooks

2×

Better performance from raw UGC vs polished ads

The story

Goals

Achieve a low cost per install (CPI).
Increase product purchases across hair, beard and skincare.
Acquire high-intent male users aged 18–40.
Optimise cost per acquisition (CPA).
Use data-backed creator selection.
Tell authentic stories, not ads.

Strategy

Creators were selected by the Popbrain algorithm.
It picked micro and mid-tier men's fashion and lifestyle creators with 10K–500K followers.
Niches: fashion, grooming and lifestyle.
Continuous optimisation removed low-performing creators.
The campaign scaled up with the top 20% of performers.

Key insights

Problem-based content won big

“Hair fall” and “beard growth” hooks drove 65% of conversions.

UGC beat polished ads

Raw, relatable videos performed 2× better.

Tier 2 and tier 3 gave volume at low cost

Lower CPC.
Higher engagement.
Strong purchase intent.

Hook that worked

“Hair fall at 25? I fixed this in 30 days…” drove higher retention and clicks.

Optimisation

Popbrain kept improving performance through the campaign by:

Scaling the top 20% of high-converting creators.
Pausing low-CTR placements.
Rotating creatives every 4–5 days.
Shifting budget towards high-retention creators.

Result

In 47 days the campaign reached 8.2M+ men across tier 1 and tier 2 India, with problem-led, relatable creator videos driving app installs and product purchases.

Full case study