Manjeet Chaudhary

(01.3) Oolka · Case study 3 of 4India

Oolka· Partnership ads

From brand to a quarter of the subscriptions from Oolka’s Meta ads, by September.

Role
Brand Strategist, making creatives for the growth team
When
May to Sep 2026
Format
Creator partnership ads on Meta
01

Coming from brand

Oolka’s growth runs on creator partnership ads: a creator’s own reel, run as a Meta ad with Oolka as the partner. About 200 creator ads went live every month, made by the growth team and its agencies.

Results are brutally concentrated: the top 5% of ads brought in about 40% of subscriptions.

I had an idea of what works organically: creators in their own voice, using their own formats.

02

May to July

In May I started trying that on growth ads. Some worked, some did not.

Through July, my creatives brought in 2 to 5% of the account’s subscriptions a month.

03

August

August was all about figuring it out: testing different formats with the creators.

I went from 2 to 4 new creatives a week in late July to 9 to 12 by the end of August, and my share of the account’s subscriptions more than tripled, from 2% to about 7%.

04

September

Then I cracked it.

My creatives brought in a quarter of the account’s subscriptions and views that month, nearly four times August’s share, and a third of its installs.

The biggest reel, now at 45M views, was a new script with a creator whose first one had won in August. The second biggest was the same story.

05

What I ran

  • Scripts and hooks. Scripts, hooks and ideas for around 130 videos, made with about 60 creators.
  • Briefs. Creator-native briefs: “starting points, not mandates.”
  • Languages. Regional outreach in Marathi, Bengali, Malayalam and Tamil, alongside Hindi.
  • Measurement. A model that reads every ad against its language pool each week.
06

The result

288Mviews on the creator ads I ran
58%of my creatives won their week, against 34% across the account
26%of the account’s subscriptions in September, up from 2% in May
Views
~288MAcross Facebook and Instagram, to 1 October. Ads for 61 of my creatives were still running.
Staying power
27%still winning 60 days later, against 6%
Share
3.9% → 8.8%My share of the account’s creatives, and of its subscriptions
Re-booked creators
73%won again, against 29%
Installs
650,621from my creatives, 1 May to 27 Sep
Subscriptions
30,532over the same window
Follows
8,840Instagram follows, straight from the ads
Comments
124K+public comments on the creator reels I ran, Mission 2027 and co-managed reels included
Biggest reel
45Mviews on one reel
Co-managed
54.4Mmore views, on creator ads I ran with a teammate