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CUSTOMER STORIES

How Latico Leathers Built a Repeatable AppLovin Creative Program

Inside the process of analyzing Latico’s assets and results to develop the next AppLovin creative batch.

By Kevin WeathermanDraft · Not published2 min read

From the creative library

Examples from Upscale's AppLovin creative work, included for context.

Latico customer testimonial creative from a later AppLovin batch
An example from Latico's later creative batch, included as an illustration of the iterative program described here.
Latico creative example. This asset is from the brand's creative library and is not presented as the video attachment on the linked LinkedIn post.
Latico product demonstration creative
A second Latico creative example from the later batch.
A product demonstration from the later Latico batch.
Latico handbag product detail creative
A product-focused example from the later Latico batch.
Product detail creative from the later Latico batch.
Latico creator demonstration creative
A creator-led example from the later Latico batch.
Creator-led creative from the later Latico batch.

In August, Upscale shared an early snapshot of its AppLovin creative work with Latico Leathers. The program was in beta, with four batches delivered and at least four creatives in each batch.

The important part of that snapshot was the production process: new performance information helped guide each release.

Begin with the brand’s material

Each cycle reviewed Latico’s products, existing assets and creative-level performance data. That gave the next concepts a connection to both the brand and what had already run.

Existing footage is useful when the brief explains its role. A product detail, customer demonstration or brand story should support a specific message rather than appear simply because the asset is available.

Build a new test direction

The team used that review to develop AppLovin-specific concepts. Each new direction needed an explanation of the audience, product and message it would test.

A repeatable program can include new executions of promising ideas and new ideas that fill a gap. The mix should follow the evidence available at the time.

Release and learn

After a batch launches, its results become part of the next review. The production team can revisit its assumptions and decide what deserves another version.

This links creative production to learning. The value of a batch includes the questions it helps answer, as well as the files it delivers.

Describe the evidence accurately

The original post described strong early results and a goal of producing winners consistently. It did not publish spend, revenue, CPA or ROAS figures.

This article therefore documents the operating process and the historical production milestone. It should not be read as a quantified performance claim or a guarantee of future results.

The beta invitation in that August post was time-specific. Brands interested now should use the current onboarding journey to confirm the program available to them.

For a lean DTC team, the takeaway is a practical operating habit: make each new batch explain what it learned from the previous one.

PUT THE NEXT IDEA TO WORK

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Talk with Upscale about your brand, channel and next creative opportunity.

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