Chapter #21. How to Optimize Creative Strategy and User Acquisition in a Global Digital Landscape. Interview.

Hi everyone! ?? My name is Andrew Shemet. I'm the founder and CEO of UGC Ninja We have been creating cutting-edge UGC-style creatives in various languages for over 3 years.

We have over 300 happy clients worldwide, a monthly production capacity of 3000+ UGC creatives, and native researchers in 60+ countries managing our database of 24,000+ creators globally. So yeah, I know what I'm talking about when it comes to UGC-style ads! ??

Follow my newsletter for pro tips, our team's shared experiences, and things you can 1000% relate to while producing UGC-like ads.

DM me Andrew Shemet if you want to talk about your creative strategy.

Synopsis of chapter

In this episode of the newsletter we’re thrilled to welcome Alyssa Barreau, a seasoned Performance Creative Strategist with a remarkable track record in user acquisition, creative strategy, and app marketing.?

With extensive experience spanning international markets, Alyssa has developed a deep understanding of balancing innovative creative approaches with the performance-driven goals that define successful campaigns.

In this interview, we’ll explore Alyssa’s unique perspective on the evolving landscape of performance marketing, her strategies for integrating local insights into global campaigns, and her take on the growing role of UGC and AI in shaping the future of creative strategy.

?If you want to learn about scaling UA campaigns, improving ASO, or managing creative quality with remote teams, Alyssa has practical tips to share.

So let’s dive in!

In performance marketing today, combining creative ideas with data-driven strategies is more important than ever. As user acquisition keeps changing, marketers need to create campaigns that grab attention and deliver real results.

I am excited to sit down with Alyssa Barreau and have a fruitful discussion on how to balance innovation with benchmarks and leverage UGC and AI in modern campaigns.?

?? As a Performance Creative Strategist, how do you approach the balance between creative innovation and meeting established performance benchmarks in campaigns?

My approach is to foster a test-and-learn culture within the team I work with. I advocate for a creative testing roadmap that allows for regular experimentation, incorporating new concepts and formats alongside tried-and-true high-performing assets. I ensure every creative test is aligned with a hypothesis that ties back to the main KPIs. This way, even if an innovative concept doesn’t hit the primary targets, we can extract learnings to optimize future campaigns.

?? Could you walk us through how you lead the creative vision for a new game or app from ideation to execution? What are the key challenges in this process?

Leading a creative vision starts with a deep dive into market research, player personas, and competitor insights to identify gaps and opportunities. I collaborate closely with product teams, designers, and UA team to brainstorm ideas that not only showcase the app’s or game’s value but also resonate emotionally with our target audience. The primary challenges here are maintaining alignment between creative direction and performance goals and staying agile enough to iterate on creatives quickly based on initial results. You need to test your different USPs extensively, as well as the ways in which you address users, to find the right angle.?

?? How do you incorporate local insights into international advertising plans to ensure relevance across different markets?

Incorporating local insights requires understanding cultural nuances, preferred creative styles, and platform usage differences across regions. If you’re fortunate, you might have a broad, multicultural team to rely on. Otherwise, it’s best to work with local agencies or consultants, analyze regional campaign data, and review consumer feedback to tailor campaigns. This could involve localizing not only language but also imagery, humor, and even the product features you highlight.?

For example, in markets like Japan, it’s good to emphasize character-driven storytelling, while in North America, direct benefit-driven messaging tends to perform better.

?? How do you maintain high-quality standards across a variety of creative deliverables, especially when working with remote teams or freelance collaborators?

To maintain quality, I believe in implementing clear guidelines and processes. It can evolve over time and must be adaptable, but the steps must be clear and shared by all to ensure constant delivery. Regular check-ins, feedback loops, and project management tools help ensure alignment and consistency. When working with remote teams, prioritize clear briefs and visual references to reduce back-and-forth and set up a feedback system that helps remote collaborators iterate efficiently without sacrificing quality. Also, the importance of calls should not be underestimated - 10 minutes spent explaining an idea to an artist can save 3 days of work and unnecessary back-and-forth.

?? You’ve managed user acquisition across various platforms, from social media to gaming apps. What key strategies have helped you scale UA campaigns effectively?

Key strategies for scaling UA campaigns include diversifying channels, continuously testing creative variations, and refining audience segmentation. Platforms like Facebook and Google provide scale, but leveraging niche channels like TikTok or influencer marketing helps tap into specific user segments. I would also prioritize automation through tools that manage bidding and budget allocation, ensuring the maximization of ROAS. Regular optimization of the funnel - from app install to conversion - has been critical for sustained scaling.

?? What role does App Store Optimization (ASO) play in your user acquisition strategy? How do you integrate it with broader performance marketing efforts?

ASO is integral to UA as it directly impacts organic visibility and conversion rates in the app stores. ASO should align with paid campaigns, using high-performing ad creative as inspiration for screenshots and app previews. Regularly updating the app’s metadata to reflect popular keywords, top-performing creatives, and seasonal trends helps maximize organic installs and complements paid UA efforts. A strong ASO foundation supports lower CPI and boosts the efficacy of paid channels.

?? With UGC playing a bigger role in marketing, how do you see it integrating into user acquisition campaigns for apps and games?

UGC is now indispensable in a creative strategy. I incorporate it by collaborating with platforms and agencies that connect us with micro-influencers. In a recent app campaign, UGC-driven creatives boosted engagement by 30% compared to polished, brand-led content. However, gameplay videos remain highly effective for gaming apps, and it can sometimes be challenging to achieve competitive results with UGC, depending on the game. Still, UGC-based ads are gaining traction, now performing well even on ad networks—a space where they previously thrived mainly on social media platforms.

?? How do you think the increasing reliance on UGC and AI-generated content will impact the role of creative strategy in performance marketing?

I believe some apps are still underestimating the critical role that creative plays as a core lever for optimization. With AI making campaign optimization increasingly automated, I see the User Acquisition Manager role evolving more into that of a creative strategist. Alongside AI and the rise of UGC, I expect we’ll see a shift toward more in-house creatives generated by AI rather than traditional, human-created content.

?? What has been the most rewarding project you’ve worked on recently, and what key lessons did you take away from it that other performance strategists could learn from?

One of the most rewarding projects recently was a global campaign launch for a new mobile game. Leading the UA and creative strategy, we combined ASO, influencer partnerships, and targeted paid media to scale efficiently across multiple regions. The project reinforced the importance of aligning creative, product, and UA teams early in the planning process. The key takeaway: consistent cross-functional collaboration leads to faster problem-solving and a more cohesive, effective campaign. This experience showed me that the synergy between UA, creative AND product strategies is essential for maximizing both reach and user quality.

Key takeaways:?

• Balancing creativity and performance requires a test-and-learn approach tied to clear KPIs.
• Effective campaigns leverage local insights, tailored messaging, and data-driven strategies.
• UGC and AI are reshaping user acquisition, enhancing engagement, and streamlining processes.
• Scaling success demands cross-functional collaboration, audience segmentation, and ASO integration.
• The future of performance marketing centers on creativity as AI automates optimization tasks.

?? For more insights, check out our YouTube vlog with Alyssa Barreau !?

What do you think about the evolving role of creativity in performance marketing? Share your perspective in the comments below!

Or drop me a DM Andrew Shemet , and let's discuss how innovative strategies can elevate your performance marketing game!