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Across two campaigns, WhatColors reached 450,000 downloads, with 84% coming from Plutus' managed organic creator content.
WhatColors is an AI color-analysis app aimed at women interested in beauty and style.
When founder Dante Kim first partnered with Plutus, the company had a working product and funding, but lacked a structured way to acquire users. Traffic came in unpredictable spikes, and the business was starting from $0 in monthly recurring revenue.
The challenge was finding a way to turn a working product into consistent downloads and, ultimately, paying customers.
WhatColors needed an acquisition channel that could generate app downloads and support recurring revenue growth.
Primary objective | App downloads
Supporting metrics | Monthly recurring revenue (MRR), cost per install (CPI)
We recruited and managed creators in the beauty and style space, building content around an audience already interested in the category.
The partnership covered two campaigns, the first in 2024 and the second in April and May 2025. Across the campaigns, we created content for TikTok, Instagram, and Snapchat.
Our approach focused on three areas:
Creator system | Recruited and managed creators in the beauty and style space to produce content for the app's target audience.
Testing system | Tested different hooks and content formats across the two campaigns to identify what performed best.
Optimisation system | Brought the winning formats from the first campaign into the second, building on what had already worked.
Across the two campaigns, WhatColors reached 450,000 downloads, with 84% coming from our organic creator content.
The campaigns generated a reported 179.5 million views, with a cost per install of $0.14.
Alongside this growth in downloads, WhatColors went from $0 to more than $75,000 in monthly recurring revenue.
Downloads | 450,000, with 84% from our organic content
Total views | 179.5M
Cost per install | $0.14
Monthly recurring revenue | $0 to $75K+
The biggest takeaway from WhatColors was how much of its acquisition came through organic content.
With 84% of downloads coming from creator content, the campaign showed that organic distribution could drive meaningful user acquisition, without requiring the founder to build a paid acquisition channel first.
It also gave us a clearer picture of which creative formats resonated with the audience, providing a starting point for future campaigns.
WhatColors returned for a second campaign roughly a year after the first.
Instead of starting from scratch, we brought back the formats that had already performed well and continued testing different hooks and creative approaches.
The second engagement gave us the opportunity to apply what we'd learned from the first campaign.
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