Facetune 2 is the next generation of the award-winning Facetune app, with a new, amazing collection of the best pro retouching features. In only a few swipes, users can whiten teeth, remove blemishes & pimples, smooth out skin, correct bad lighting, contour faces, upgrade their makeup – and add glitter and glamour
Challenges:
- There’s already a large number of subscribed users due to Facetune2’s extensive campaigns in China for over 2 years
- There are several domestic competitors such as Meitu, Xingtu that offer similar features with high quality, as well as international competitors like PicsArt in China with stronger brand awareness
Creative Strategy:
Producing more than 300 high quality HD creatives to demonstrate key features like beauty camera, retouch, vanishing in various formats etc
Attracting audience’s attention with strong visual effects made with Davinci Resolve and After Effects, etc…
Creating usage scenarios like travelling, group photos, etc.. ; using special features of Douyin platform to keep up with national trends
Optimization:
- Testing Phase
Used large numbers of creatives to gain impressions to quickly pass cold-start.
Tested ladder bidding strategies with different target audiences during A/B testing
Explored the best combinations of creativity and copywriting
- Stabilized Phase
Monitored and assigned daily budget for ad-sets with low CPA/CPS based on the realtime performance
Picking the best combinations of creativity and copywriting, testing and running them separately
Increased ROAS by identifying audience with great buying power
- Recess phase
Analysed the cause of Ad-set recessions, always stayed aware of industry traffic trends and made corresponding solutions based on system diagnosis and suggestions
Results:
- Daily spend increased to $40k, past the KPI target on multiple media platforms & traffic channels
- CPS decreased from $35 to $25, with average ROAS Day-7 between 23-38% compared to 14-21% in the past
- We became Facetune2’s core business partner in Asia and are currently helping our client explore Korean and Japanese markets regarding User Acquisition and creative production