Instabridge unlocks viral creative performance with Singular’s Creative IQ

Instabridge is a mobile-first connectivity and app development company whose mission is to ensure internet access is available to everyone, everywhere, always. Instabridge believes in a world where connectivity is a fundamental right.

With over 250 million app downloads and 100,000+ app downloads per day, Instabridge is the leading force in the industry to help users stay connected globally through intelligent data management and access tools.

Instabridge’s performance marketing team faced increasing complexity managing creatives across ad platforms. With each platform introducing new creative hierarchies, tracking performance at the granular level was manual, fragmented, and error-prone.

Wanbing Zhu, Instabridge’s Head of Performance Marketing, described the challenge of identifying potential winning creatives hidden beneath dominant performers, often requiring hours of manual pivoting, sorting, and rechecking:

This lack of visibility made it hard to isolate top-performing variations, test new ideas quickly, and optimize campaigns for return on ad spend. Creative fatigue, inconsistent platform naming conventions, and a lack of structure for creative evaluation compounded the issue.

Singular’s Creative IQ stood out for its deep creative performance visibility, custom metric tracking, and intuitive workflow support.

For Wanbing, the ability to visualize creative-level performance across campaigns and platforms, and isolate creatives by keyword, language, or variation, offered an immediate productivity boost.

With Creative IQ, Instabridge was able to:

1. Surface hidden winners across ad groups.
Wanbing could now easily identify creatives with minimal spend but strong CPI (cost per install) performance, isolate them, and create dedicated ad groups for scaling.

2. Streamline and improve creative creation.
Using data from Creative IQ and a prompt-based creative ideation workflow, Wanbing generated faster, clearer briefs for the design team, saving time and improving creative iteration.

3. Scale campaigns globally
Applying the same strategy, the team successfully scaled a creative that had gone viral in other markets to their primary growth region, previously a challenge due to spend bias favoring older creatives.

4. Save significant time.
By automating what was previously manual, Wanbing saved over 5 hours per week in creative analysis and campaign optimization.