About Recolor mobile app
Kuuhubb is a Finnish company focused on mobile games and apps targeted at a female audience with bespoke experiences. Their popular Recolor adult coloring app has 50 million installs across Android and iOS.
Tanja Levo Growth Executive at Solid CloudsI have nothing but positive things to say about AppAgent’s creative team. They truly listen to customers’ needs and create high quality videos that meet expectations.
The Brief
Deliver fresh video creatives that will be on par with Kuuhuub’s current best performers.
The Solution
AppAgent designed a series of video ads for the Recolor app incorporating learnings from previously tested ads by Kuuhubb, the company behind Recolor.
A mobile ad intelligence tool, Apptica, helped us analyze competitors to find patterns of what works. Also, our own experience of what has worked in the past and what is currently trending played a big role in concept development.
We focused on catchy intros and colourful, flashy animations, with strong copy that promoted the app’s stress-relieving benefits.
AppAgent’s Best Practice
“Capturing the motivation and mindset of users is the key to touch their hearts. Go beyond the data and learn more about your hard-core fans: who they are, when and how they interact with your mobile app or game, what experience they seek. Once transferred to the communication you will see how well the messaging resonates”
Frequently Asked Questions
What challenge was Kuuhubb facing with Recolor’s UA creatives?
Recolor had a strong performance baseline, so the challenge wasn’t fixing a broken funnel. Instead, Kuuhubb needed to introduce fresh, scalable concepts to complement existing winning ads and sustain growth over time before audience saturation occurred.
What was AppAgent’s main goal in the Recolor project?
The goal was to deliver new UA video creatives that could match or outperform Kuuhubb’s existing top ads. Since Recolor already had a strong performance baseline, the focus wasn’t to fix the funnel but to introduce fresh concepts that could complement existing winners and sustain growth over time.
How did AppAgent come up with new creative concepts for Recolor?
We combined three inputs: past performance data, competitor analysis via Apptica and our experience with trend-driven formats. This allowed us to design concepts that were both on-brand and aligned with what works across the broader mobile ad ecosystem.
What type of video creatives performed best for Recolor?
The top performers were visually rich videos with:
– Strong hooks based on emotion of relief and relaxation in the first seconds,
– Bright, flashy animations showcasing the coloring experience,
– Strong copy focused on stress relief and relaxation.
These elements directly matched the core user motivation behind downloading an adult coloring app.
What does a “50% win rate” on new UA creatives actually mean?
It means that half of the new video ads we produced delivered results that were on par with Kuuhubb’s best historical performers. For a mature app with established winners, a 50% hit rate is outstanding. Creative testing in performance marketing is highly iterative, with many concepts failing to reach top performance levels. Here, one out of two creatives became a scalable asset for ongoing UA.
What was the risk of relying on Recolor’s existing top-performing creatives?
Since Recolor already had strong historical winners, the main risk was over-relying on a small set of creatives that could gradually lose performance due to audience saturation. Without introducing new concepts, scaling would become more limited over time. The goal was therefore not to replace existing winners, but to expand the creative pool and sustain performance long-term.
How did competitor analysis with Apptica influence the creative direction?
Apptica helped us identify patterns across top-performing ads in similar categories such as pacing, framing, UI usage, and common hooks. We used these insights to guide our concepts and reduce creative risk, ensuring that Recolor’s new videos were competitive in the same auction environment.
Why are user motivations so important for an app like Recolor?
Recolor users are not just looking for an app — they want a moment of calm, focus, and self-expression. By understanding these core motivations, we leaned heavily into stress relief, satisfaction from completion, and visual payoff. When creative messaging reflects what users actually seek, click-through and post-install engagement tend to improve.
Can this creative approach be applied to other lifestyle or relaxation apps?
Yes. Any lifestyle, wellness, or relaxation app can benefit from the same approach. Recolor’s 50% win rate shows that even a mature app with 50M installs can unlock growth through a creative refresh. The same approach works for any lifestyle, wellness, or relaxation app: analyze top creatives, clarify motivations, and build concepts around emotional drivers.