BBS CTR Story.
Kal ka Reel, Aaj ka Paisa.
Project
Big Bang Social — CTR Story
Type
Performance Creative Strategy
Role
Sr. Graphic Design Specialist
Duration
Sept 2024 – Feb 2026
The Framework
01 — What I Observed
Backend data showed poor performance on feature update creatives. Four versions in market, all underperforming. Feedback: "the creative isn't working."
02 — What I Questioned
Who is this creator actually? We were designing for an imaginary creator who reads ads carefully. The real BBS creator scrolls fast, in Hinglish, and responds to energy and culture — not polish.
03 — What I Changed
Stripped everything back. Chose the most culturally native direction — bold diagonal, orange and purple, megaphone visual, Hinglish copy: "Kal ka Reel, Aaj ka Paisa." No feature explanation. Just the benefit, in their language, at their energy.
04 — What Happened
15% CTR increase. App usage went up. A/B testing built into every campaign cycle. One decision became a repeatable system.
The Story
The brief: promote the Content Rights feature. Old reels can now earn money on BBS.
4 creative directions tested: Bold Hinglish / Corporate text / Neon influencer / Comic strip storytelling.
The insight: we were making ads for creators who read carefully. Real BBS creators scroll fast and respond to cultural energy — not polish.
The winner: orange and purple, megaphone, "Kal ka Reel, Aaj ka Paisa." Raw. Loud. Theirs.
Result: 15% CTR lift. Approach became a system. A/B testing now standard in every campaign cycle.
What this proves: understanding your audience is not a UX-only skill. It shows up in every creative decision — layout, language, color, energy.
15% CTR LIFT
From one strategic creative decision.
Visual Gallery
01 — Winning creative — orange/purple megaphone
02 — Artboard 2 — corporate text heavy
03 — Artboard 3 — neon yellow
04 — Artboard 4 — comic strip Hinglish