Forging our Growth-Engineering Playbook

Overview

Genies is a venture-backed unicorn building tokenized avatar ecosystems — the kind of billion-dollar, direct-to-consumer platform where growth isn't a marketing afterthought but a core engineering problem. This case study is a little different from the others: it's the origin story of the analytics-and-growth DNA that now runs through everything we build. This is where we cut our teeth — bridging a deep product-development background with the analytics and advertising discipline that would go on to become the foundation of the agency. It's where we learned to treat growth as something you engineer and measure, not something you guess at.

The Challenge

Moving real numbers on a consumer product at this scale is an engineering and data problem before it's ever a marketing one. You can't A/B your way to a doubling of active users by tweaking ad copy — you have to ship product fast enough to matter, instrument every interaction so you actually know what's happening, and then prove which changes drove the lift. We owned the development end of growth: building the features that moved the metrics and, just as importantly, building the measurement layer that told the whole company which bets were working.

Our Solution

We were a key part of multiple quarter-long growth initiatives — extensive UI overhauls and net-new feature rollouts — that increased total unique users by over 200% and monthly active users by over 100%. We worked shoulder-to-shoulder with designers, artists, technical R&D, and product managers to hit milestones and KPIs on schedule. To make that growth legible, we architected and implemented an end-to-end analytics suite that tracked 85K+ users and over 54M events through tools like Mixpanel and StatSig — turning gut feel into hard data the whole team could act on. We also helped stand up the content pipeline for 200+ new wearables and kept the testing and deployment infrastructure running across several projects. In short: we built the product, the data layer that measured it, and the infrastructure that shipped it.

Where It's Headed

This is where the Twinleaf approach was forged. The instinct to treat growth as an engineering-and-analytics discipline — instrument first, ship fast, prove causation, then scale what actually moved the needle — came directly out of operating at this level. It's the same mindset we now pair with a team that has built and hardened systems at firms like PayPal and KPMG, and it's why our clients get an agency that can write the code, wire the analytics, and read the data as fluently as it runs the ads. Most agencies inherit their playbook from other agencies. Ours was built inside a unicorn.

“Genies is where we learned that growth is something you engineer. Ship the feature, instrument everything, and let the data — not opinions — decide what scales. That's the exact discipline we run Twinleaf on today.”