Abroadly: 41% host signup lift and 58% employer signup lift on limited attribution
Performance Creative Strategist + UGC Creator·Membership signup increase·June — November 2024
The engagement
Abroadly is a tech startup in the travel space — a social networking platform connecting budget travelers with accommodations, jobs, companions, meetups, and travel guides to promote sustainable travel and cultural exchange. I led their paid social creative strategy, focused on driving signups for both hosts and employers.
The challenge
Limited conversion attribution made it hard to see exactly where users were dropping off in the funnel. Creative decisions had to be made on front-end signals alone — which means the creative itself had to do more work.
Approach
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Analyzed front-end engagement metrics as the primary signal given limited downstream attribution
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Tested creative variations across different audience targeting segments to identify what resonated with each
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Iterated on the formats and hooks that drove the strongest front-end engagement
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Worked closely with the media buyer to identify winning creatives and refine messaging for ad efficiency
Results
41%
increase in host signups
58%
increase in employer signups
↑
Scaled acquisition despite attribution gaps
The creative
