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Experimental Build · A-14 · v0.3

Fable Kids

Acquire the parent with proof and the child with wonder.
Paid GrowthLearning app3D Marquee
ADEPTA LAB / RUNNING10401 / ADAPTED
3D Marqueev0.3 / LAB
STORY • PLAY • LEARN • STORY • PLAY •
FABLE / 01 • FABLE / 02 • FABLE / 03
F
THE PROBLEM WE ADDRESSHow does one story become a repeatable content world?
01Modelled business scenarioCompany and figures are fictional
02Working mechanism3D Marquee
03Modelled outcomeFor commercial orientation

MODELLED BUSINESS SCENARIO

Turn more free trials into family subscriptions.

BUDGET$140,000 media / monthPERIOD12-week model
0118% → 27%Trial-to-paid
02+33%D14 family activity
03$39 → $28Paid subscriber CPA

Modelled around parent proof, child engagement and six creative worlds.

BUSINESS MODEL

What is sold and where the problem starts.

01SCALELarge learning app
02MARKETUnited States, Canada and Australia
03PRODUCTInteractive reading for children
04REVENUE MODELFamily subscription
TASK

Turn more installs and free trials into paid family subscriptions with healthy early retention.

STARTING POINT

Ads entertained children but did not reassure parents; trial optimization ignored whether a family used the app after day one.

TARGET

Keep paid-subscriber CPA below $30, raise trial-to-paid above 24% and improve D14 family activity.

THE EXPERIMENT STORY

The child wanted another story. The parent did not see what they were buying.

This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.
  1. 01
    01 / THE BRIEF

    The first symptom was not inside the ad account.

    Playful ads won children’s attention and drove installs, but the subscription screen spoke only about a library of content. The user and the buyer were different people, and neither journey showed the other side enough evidence.

    Large learning app was selling interactive reading for children across United States, Canada and Australia. The model was family subscription. On the surface, the brief sounded direct: Turn more installs and free trials into paid family subscriptions with healthy early retention.

    MODEL
    Family subscription
  2. 02
    02 / WEEK ONE

    Child clicks, parent pays

    Ads entertained children but did not reassure parents; trial optimization ignored whether a family used the app after day one. The trap was that isolated metrics still looked acceptable: Video CTR was 0.88%, store cpc was $0.94, and paid-subscriber cpa was $39.

    Playful ads drove interest but lacked purchase reassurance. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.

    Paid-subscriber CPA
    $39 → <$30
  3. 03
    03 / THE TURN

    Let the child complete one meaningful story, then show the parent the skill practised and progress made.

    The first decision was “Dual audience.” Give the child a story hook and the parent a learning proof in the same journey. It was followed by “Value events”: Track story completion, parent setup, second child and D14 activity.

    Paired every child hook with parent proof on learning, safety and control. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.

    FIRST DECISION
    Dual audience
  4. 04
    04 / THE BUILD

    The story waits for your child: make the child the missing hero and show the parent the skill gained.

    The story waits for your child: make the child the missing hero and show the parent the skill gained. The production plan became 6 visual worlds, 36 videos, 24 statics, 4 store-page sets and age-based onboarding. The tests were not about abstract taste; they covered character, reading confidence, bedtime routine, parent dashboard, sibling plan and first completed story.

    The journey was assembled as one chain: Story hook → Age-matched store → Guided trial → Paid active family. Meta, TikTok, YouTube, Google App Campaigns, Apple Ads no longer lived in separate reports, while AppsFlyer, Amplitude, Firebase, RevenueCat, BigQuery connected spend, behaviour and the final outcome. Optimized to completed first story and D14 predicted subscription.

    SYSTEM
    5 channels · 5 tools
  5. 05
    05 / THE DECISION

    A family product converts when delight and evidence arrive together, each in the language of its audience.

    In the model, video ctr moved from 0.88% to 1.53%, paid-subscriber cpa from $39 to $28, and d14 active families reached +33%. These are not promises; they make the decision thresholds explicit before real data enters the system.

    Weeks 10–12: Scale paid-family value. The main conclusion reached beyond a single campaign. The creative had to win twice: earn a child's attention and a parent's confidence. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.

    D14 active families
    +33%

KPI / CTR / CPC / CPA

Not one vanity percentage. The full metric chain.

Every figure in this section is modelled to demonstrate the scenario economics.
01Video CTR
BEFORE
0.88%
TARGET
1.35%
MODEL
1.53%

Parent-child appeal

02Store CPC
BEFORE
$0.94
TARGET
<$0.72
MODEL
$0.66

Cost of store traffic

03Paid-subscriber CPA
BEFORE
$39
TARGET
<$30
MODEL
$28

Subscription acquisition

04Trial-to-paid
BEFORE
18%
TARGET
>24%
MODEL
27%

Trial quality

05D14 active families
BEFORE
Base
TARGET
+25%
MODEL
+33%

Early retention

STRATEGY

Four decisions that change the economics.

  1. 01
    Dual audience

    Give the child a story hook and the parent a learning proof in the same journey.

  2. 02
    Value events

    Track story completion, parent setup, second child and D14 activity.

  3. 03
    Store continuity

    Match ad world, screenshots and onboarding by age and reading confidence.

  4. 04
    Optimize to paid family

    Bid on predicted paid subscription, not trial start alone.

CREATIVE IDEA

The story waits for your child: make the child the missing hero and show the parent the skill gained.

PRODUCTION

6 visual worlds, 36 videos, 24 statics, 4 store-page sets and age-based onboarding.

WHAT WE TEST

Character, reading confidence, bedtime routine, parent dashboard, sibling plan and first completed story.

PATH TO OUTCOME

  1. 01Story hook
  2. 02Age-matched store
  3. 03Guided trial
  4. 04Paid active family

WHAT DID NOT GO TO PLAN

Problems are part of the work. So are the fixes.

01

Child clicks, parent pays

PROBLEM

Playful ads drove interest but lacked purchase reassurance.

FIX

Paired every child hook with parent proof on learning, safety and control.

02

Trial vanity

PROBLEM

Easy trials raised volume while lowering meaningful use.

FIX

Optimized to completed first story and D14 predicted subscription.

OPERATING CADENCE

What happens while the project runs.

  1. 01Weeks 1–2

    Audit cohorts and family events.

  2. 02Weeks 3–5

    Produce six creative worlds.

  3. 03Weeks 6–9

    Test stores and onboarding.

  4. 04Weeks 10–12

    Scale paid-family value.

MAIN TAKEAWAY

The creative had to win twice: earn a child's attention and a parent's confidence.

This demonstrates how we think — it does not fabricate a case study.

This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.

Discuss a Similar Solution
Fable Kids — Adepta Experiment