Novig

Overview

2,000% growth in installs and $1M revenue in 90 days

Novig, a fast-growing app in the predictive gaming space, needed to activate performance marketing quickly while still shaping its brand voice. Fat Earth was brought in to launch Meta and cross-channel campaigns, evolve creative direction, and build momentum for installs and purchases with limited existing brand elements and assets.

The Strategy

We activated Novig’s Meta account from scratch and developed a multi-platform media mix including Google and Reddit. In parallel, we built a fresh creative library optimized for performance—testing value props, creative formats, and conversion paths to surface what resonated with users. Our data-driven ad creative unlocked scale and beat all historic ads by 2X.

What Worked Well

Fat Earth-developed brand and creator content consistently outperformed Novig’s historic ads, proving the power of creative that converts. By shifting from narrow feature callouts to broader value propositions, we unlocked messaging that scaled and attracted more qualified traffic and installs. Even without clearly defined CPP, CPI, or ROAS targets, the team embraced an agile testing framework, operating with a data-first mindset to continually test, optimize, and scale what worked.