Ryan Thorpe
Early growth hire at Revolut, then co-founder/CMO of Reflectly (journaling app, 2017), which by 2022 had become a portfolio of ~25 acquired health, fitness and productivity apps with heavy cross-promotion.
Bias to keep in mind: his TikTok numbers are from 2022 (pre-Andromeda, early ATT era) and from apps where most paying traffic was organic; some tactics (celebrity voice likeness) drew legal threats.
Sources: sources/youtube/storemaven/ (Mobile Growth & Pancakes, Aug 2022).
Notes citing Ryan Thorpe
- Testing creative formats in buckets, then iterating inside the winnerRyan Thorpe's TikTok creative process at Reflectly (2022) — produce batches per format ("day in the life", testimonial, lifestyle…), keep the format with the lowest cost per store visit, then A/B test one element at a time (creator, hook line, frames per second, CTA, not naming the product, accents), plus his celebrity-voice accident (40M views, then a cease-and-desist).
- TikTok as a UA channel for apps — broad targeting, web-event campaigns and seasonal budgets (2022 view)Reflectly's 2022 TikTok playbook (Ryan Thorpe) — broad targeting, optimising a landing-page event instead of app installs (downloads at roughly half the price of CPI campaigns, by his estimate), skipping an MMP on a mostly-organic portfolio, concentrating spend in September/January, and Spark Ads with micro creators instead of big influencers. Dated — read with the 2025–26 caveats.